Ratings And/Or Reviews: the Effects of Aggregate and Disaggregate Product Information in Product Evaluations

We investigate how consumers integrate product reviews and product ratings into their purchase decisions. We demonstrate that consumers consistently place more weight on individual reviews versus aggregate ratings, and explore how review layout, sorting and accessibility differences across retail websites can lead to systematic differences in consumer preferences.


Jared Joseph Watson and Anastasiya Pocheptsova Ghosh (2019) ,"Ratings And/Or Reviews: the Effects of Aggregate and Disaggregate Product Information in Product Evaluations", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 68-72.


Jared Joseph Watson, New York University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA


NA - Advances in Consumer Research Volume 47 | 2019

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