Consumers Rely More on Online Review Scores When They First Form an Independent Opinion
We found, over four experiments comprising over 2,200 participants, that people put more weight on reviews when they first form an independent opinion. This effect was robust to the average review score, number of reviews, distribution of reviews, and product type. Our findings are explained by an adjustment-based anchoring account.
Citation:
Adrian Camilleri (2016) ,"Consumers Rely More on Online Review Scores When They First Form an Independent Opinion ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 407-408.
Authors
Adrian Camilleri, RMIT University, Australia
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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