Rating with confidence : how rating scales affect future wom behavior
ACR Conference Proceedings: NA-Advances in Consumer Research (Volume 42)
Association for Consumer Research
It is fairly well accepted that WOM impact the receivers of social information, however there has been far less research to understand its effect on the information providers. How might the process of providing a product rating affect one’s subsequent behavior? For example, will product reviewers behave differently if they offer their rating score on a 2-pt vs. on a 5-pt rating scale?
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Godes, D., & Chen, Y.-J. (2014). Rating with confidence: How rating scales affect future wom behavior. In J. Cotte & S. Wood (Eds.), ACR Conference Proceedings: NA-Advances in Consumer Research (Volume 42) (pp.430-431). Duluth, MN : Association for Consumer Research. Retrieved from http://www.acrwebsite.org/volumes/1017952/volumes/v42/NA-42