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

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