Identity Cues in Product Rating Distributions? the Role of Self-Concept Clarity in Consumer Preferences

Online retailers often aggregate consumer product reviews into rating distributions. We show evidence that consumers with low self-concept clarity are drawn to bimodal distributions because these products are more identity defining.



Citation:

Bella Rozenkrants, S. Christian Wheeler, and Baba Shiv (2012) ,"Identity Cues in Product Rating Distributions? the Role of Self-Concept Clarity in Consumer Preferences", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 288-292.

Authors

Bella Rozenkrants, Stanford University, USA
S. Christian Wheeler, Stanford University, USA
Baba Shiv, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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