How Beginner Reviewers Systematically Benefit and Harm Service Providers: Biases in Rating Approaches on User-Generated Reputation Systems

Using field data and an experiment, we show that beginner (vs. veteran) reviewers assign more polarizing ratings, which is accentuated on mobile devices (vs. desktop computers). Most importantly, we show that because of this difference in rating approach, beginners (vs. veterans) systematically benefit and harm certain service providers.



Citation:

Peter Nguyen, Xin (Shane) Wang, Xi Li, and June Cotte (2018) ,"How Beginner Reviewers Systematically Benefit and Harm Service Providers: Biases in Rating Approaches on User-Generated Reputation Systems ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 257-258.

Authors

Peter Nguyen, Ivey Business School, Western University, Canada
Xin (Shane) Wang, Ivey Business School, Western University, Canada
Xi Li, City University of Hong Kong, Hong Kong
June Cotte, Ivey Business School, Western University, Canada



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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