K4. Movie Reviews and Their Sentiments: Evidence of a Bandwagon Effect in Individualistic Cultures
We analyze how the Chinese and American audience rate a common set of 173 movies released in both countries and find a bandwagon effect in the American audience in that their ratings mimic the positive sentiments of the review they read last before posting their own.
Subimal Chatterjee, Ning Fu, and Qi Wang (2018) ,"K4. Movie Reviews and Their Sentiments: Evidence of a Bandwagon Effect in Individualistic Cultures", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 901-901.
Subimal Chatterjee, SUNY Binghamton, USA
Ning Fu, SUNY Binghamton, USA
Qi Wang, SUNY Binghamton, USA
NA - Advances in Consumer Research Volume 46 | 2018
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