Translation Errors in the Aggregation of Consumer Recommendations
There has been a substantial increase of websites providing consumers with information about products and services. This information is usually presented in the form of verbal reviews and numerical ratings. It is assumed implicitly that consumers can integrate adequately the information across the two presentation modes (verbal and numerical). Research on compatibility effects between stimulus and response formats, however, suggests that preference consistency is higher (lower) in cases of compatible (non-compatible) formats, implying that information aggregation across the two modes is inefficient. The results of two experiments confirm this conjecture. Decision makers are not aware of this effect.
Citation:
Boris Maciejovsky and David V Budescu (2009) ,"Translation Errors in the Aggregation of Consumer Recommendations", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 693-693.
Authors
Boris Maciejovsky, Massachusetts Institute of Technology, USA
David V Budescu, University of Illinois at Urbana-Champaign, USA
Volume
NA - Advances in Consumer Research Volume 36 | 2009
Share Proceeding
Featured papers
See MoreFeatured
C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?
Chen Wang, Drexel University, USA
Featured
Q6. Online Social Status Predicts Subjective Well-being: a Two Population Study
Rui Du, University of Hawaii, USA
Miao Hu, University of Hawaii, USA
Featured
“My Brand” Behaved Badly: Psychological Ownership and Consumer Responsibility for Helping Brands Recover from Transgressions
Jennifer Wiggins, Kent State University, USA
Pamela Grimm, Kent State University, USA
Christina Kuchmaner, Kent State University, USA