20-D: False Positives: How Double-Sided Review Systems Affect Consumers’ Rating Valence

Drawing on reciprocity literature, three studies demonstrate that double-sided review systems in peer-to-peer service schemes positively affect consumers’ rating valence due to activating their psychological perception of “pre-ciprocity” of the review – leading to false positives. The effect is strengthened in a socially distant and attenuated in a private review scenario.



Citation:

Bryan Usrey and Antje Graul (2017) ,"20-D: False Positives: How Double-Sided Review Systems Affect Consumers’ Rating Valence", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1063-1063.

Authors

Bryan Usrey, University of East Anglia, UK
Antje Graul, Leeds University, UK



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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