Does Gender Matter? the Effect of Management Responses on the Distribution of Online Reviews

We study the effect of management responses on consumers’ likelihood to write a review on online platforms and find that, when responses are introduced, the proportion of female reviewers increases for positive and decreases for negative reviews. We explore two mechanisms that explain this shift in reviewers’ gender distribution.



Citation:

Davide Proserpio, Isamar Troncoso, and Francesca Valsesia (2019) ,"Does Gender Matter? the Effect of Management Responses on the Distribution of Online Reviews", 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

Davide Proserpio, University of Southern California, USA
Isamar Troncoso, University of Southern California, USA
Francesca Valsesia, University of Washington, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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