Swayed Away By Numbers: When Consumers Overweight the Review Counts in Their Decisions

We investigate how the number of online product reviews affects consumer behavior. We find that most online retailers feature a small review count, and that consumers are more likely to defer purchase or choose the suboptimal alternative when viewing a choice set with a small review count.


Jared Watson, Anastasiya Pocheptsova, and Michael Trusov (2015) ,"Swayed Away By Numbers: When Consumers Overweight the Review Counts in Their Decisions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: `-286.


Jared Watson, University of Maryland, USA
Anastasiya Pocheptsova, University of Maryland, USA
Michael Trusov, University of Maryland, USA


NA - Advances in Consumer Research Volume 43 | 2015

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