Show Me the Stars: the Persuasive Impact of Dispersion Across Online Ratings
In five studies, we show that high rating dispersion across past ratings is perceived as indicative of expertise in the eyes of others. As a result, people are more likely to purchase a product recommended by a reviewer associated with high (vs. low) dispersion across his or her past ratings.
Maximilian Gaerth, Neeru Paharia, and Florian Kraus (2020) ,"Show Me the Stars: the Persuasive Impact of Dispersion Across Online Ratings", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 588-589.
Maximilian Gaerth, University of Mannheim, Germany
Neeru Paharia, Georgetown University, USA
Florian Kraus, University of Mannheim, Germany
NA - Advances in Consumer Research Volume 48 | 2020
Q12. Exploring Effects of Perceived Authenticity Of Instagram Models on Aad and Buying Intentions
Heather Shoenberger, University of Oregon, USA
Eunjin Kim, Southern Methodist University, USA
From a Culinary Phantasm to an Eudaimonic Well-Being : Exploring The Experience of Amateur Cooking Classes
Virginie Brégeon de Saint-Quentin, Ferrandi Paris, the french school of gastronomy
Ophélie Mugel, Chaire SDSC AgroParisTech, Université Paris Est
The Best of Both Worlds: Androgyny in Consumer Choice
Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas