The Effect of Default Design in a Multi-Dimensional Rating System
In a multi-dimensional rating system, a default design enters a consumer’s overall rating as the default value of attribute ratings. Using both field and lab data, we found that a default (vs. non-default) design increases rating variance across different attributes but decreases the average volume of attribute ratings being submitted.
Citation:
Peiliang Sun and Jill Lei (2021) ,"The Effect of Default Design in a Multi-Dimensional Rating System", 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: 919-919.
Authors
Peiliang Sun, Harbin Institute of Technology
Jill Lei, The University of Melbourne
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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