20-A: a Taste of Discrimination: a Study on Consumer Reviews on Yelp
This paper reveals an asymmetric-discriminative pattern in consumers’ online evaluation-making mechanism. We examine how consumers from different social classes discriminate in evaluations on Yelp. A multi-level random-effect model shows discrimination exits in consumers’ favorable reviews to outgroups, but this effect does not hold for negative evaluations.
Chao Yu, Drew Margolin, and Xian Wang (2017) ,"20-A: a Taste of Discrimination: a Study on Consumer Reviews on Yelp", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1070-1070.
Chao Yu, Cornell University, USA
Drew Margolin, Cornell University, USA
Xian Wang, Tsinghua University, China
NA - Advances in Consumer Research Volume 45 | 2017
R7. How and Why Life Transition Influences Brand Extension Evaluation
lei su, Hong Kong Baptist University
Alokparna (Sonia) Monga, Rutgers University, USA
Yuwei Jiang, Hong Kong Polytechic University
More than just a number: The negative effect of 100% claims
Nira Munichor, Bar-Ilan University
Liat Levontin, Technion University, Israel
Consuming Commodified Selves – Accelerated Identity Co-Construction Dynamics Through Fashion Performances on Instagram
Jonathan David Schöps, University of Innsbruck, Austria