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    Star Wars: Response to Simonson, Winer/Fader, and Kozinets

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    Publication type
    FT ranked journal article  
    Author
    De Langhe, Bart
    Fernbach, Philip M.
    Lichtenstein, Donald R.
    Publication Year
    2016
    Journal
    Journal of Consumer Research
    Publication Volume
    42
    Publication Issue
    6
    Publication Begin page
    850
    Publication End page
    857
    
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    Abstract
    In de Langhe, Fernbach, and Lichtenstein (2016), we argue that consumers trust average user ratings as indicators of objective product performance much more than they should. This simple idea has provoked passionate commentaries from eminent researchers across three subdisciplines of marketing: experimental consumer research, modeling, and qualitative consumer research. Simonson challenges the premise of our research, asking whether objective performance even matters. We think it does and explain why in our response. Winer and Fader argue that our results are neither insightful nor important. We believe that their reaction is due to a fundamental misunderstanding of our goals, and we show that their criticisms do not hold up to scrutiny. Finally, Kozinets points out how narrow a slice of consumer experience our article covers. We agree, and build on his observations to reflect on some big-picture issues about the nature of research and the interaction between the subdisciplines.
    Keyword
    Consumers' Reviews, Consumer Goods, Consumer Research, Qualitative Research, Perceived Quality, Marketing Research, Simplicity (Philosophy), Illusion of Validity, Online User Ratings, Perceived and Objective Quality, Statistical Precision
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    Knowledge Domain/Industry
    Marketing & Sales
    DOI
    10.1093/jcr/ucw007
    URI
    http://hdl.handle.net/20.500.12127/7172
    ae974a485f413a2113503eed53cd6c53
    10.1093/jcr/ucw007
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