The Role of the Mode in Product Evaluations and Choice
Previous research on how consumers evaluate products using ratings information emphasizes the importance of ratings’ volume, mean, and dispersion. Using field data and experiments, we find that consumers’ evaluations are also influenced by the mode (most frequent rating) because of the mode’s impact on what outcome is seen as typical.
Citation:
Daniel Villanova, Elise Chandon Ince, and Rajesh Bagchi (2019) ,"The Role of the Mode in Product Evaluations and Choice", 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.
Authors
Daniel Villanova, University of Arkansas, USA
Elise Chandon Ince, University of South Carolina, USA
Rajesh Bagchi, Virginia Tech, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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