Using Reviews to Determine Preferences: How Variance in Customer-Generated Reviews Affects Choice
In a series of experiments, we show that observed customer review variance moderates susceptibility to several choice effects. In particular, more dispersed customer-generated reviews promote more risky choices, including choosing less variety, avoiding compromises, and making rather than deferring purchase decisions. We provide evidence for the mechanism underlying these effects.
Elizabeth C. Webb and Itamar Simonson (2017) ,"Using Reviews to Determine Preferences: How Variance in Customer-Generated Reviews Affects Choice", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 302-306.
Elizabeth C. Webb, Columbia University, USA
Itamar Simonson, Stanford University, USA
NA - Advances in Consumer Research Volume 45 | 2017
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