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.
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.
Bryan Usrey, University of East Anglia, UK
Antje Graul, Leeds University, UK
NA - Advances in Consumer Research Volume 45 | 2017
Seeing Brands Through Rose-Colored Lenses: When Fear of Being Taken Advantage Of Leads to Increased Trust
Steven Shepherd, Oklahoma State University, USA
Gavan Fitzsimons, Duke University, USA
The Asymmetry between Time and Money Compensation effect when feeling Scarcity: Time helps the Money Poor, but Money doesn’t help the Time Poor
Jane So, University of Washington, USA
Nidhi Agrawal, University of Washington, USA
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Janet Schwartz, Tulane University, USA