Rating Inflations in Two-Way Rating Systems – the Role of Perceived Closeness
Using multi-method studies, we find that online user ratings are more positive in a two-way rating system compared to a one-way rating system. This is because the context of mutual evaluation in the two-way system leads consumers to perceive the provider as closer, making them more generous in their evaluation.
Citation:
Yongseok Kim, Jihye Jung, and Emma Gibbons (2021) ,"Rating Inflations in Two-Way Rating Systems – the Role of Perceived Closeness", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 186-187.
Authors
Yongseok Kim, University of Texas at San Antonio
Jihye Jung, University of Texas at San Antonio
Emma Gibbons, University of Texas at San Antonio
Volume
NA - Advances in Consumer Research Volume 49 | 2021
Share Proceeding
Featured papers
See MoreFeatured
Individual-level Carryover-Parameters in Reference-Price Models
Ossama Elshiewy, University of Goettingen, Germany
Daniel Guhl, Humboldt-University Berlin
Featured
A Simple Step to Go Beyond Present: How Visual Entropy Cues Influence Temporal Focus and Consumer Behavior
Gunes Biliciler-Unal, University of Texas at Austin, USA
Raj Raghunathan, University of Texas at Austin, USA
Adrian Ward, University of Texas at Austin, USA
Featured
Turning “Expenses” into “Bills”: How spending Categorization Impacts Budget Optimism and Likelihood of Success
Eleanor Putnam-Farr, Rice University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA