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    Navigating by the stars: Investigating the actual and perceived validity of online user ratings

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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
    817
    Publication End page
    833
    
    Metadata
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    Abstract
    This research documents a substantial disconnect between the objective quality information that online user ratings actually convey and the extent to which consumers trust them as indicators of objective quality. Analyses of a data set covering 1272 products across 120 vertically differentiated product categories reveal that average user ratings (1) lack convergence with Consumer Reports scores, the most commonly used measure of objective quality in the consumer behavior literature, (2) are often based on insufficient sample sizes which limits their informativeness, (3) do not predict resale prices in the used-product marketplace, and (4) are higher for more expensive products and premium brands, controlling for Consumer Reports scores. However, when forming quality inferences and purchase intentions, consumers heavily weight the average rating compared to other cues for quality like price and the number of ratings. They also fail to moderate their reliance on the average user rating as a function of sample size sufficiency. Consumers' trust in the average user rating as a cue for objective quality appears to be based on an "illusion of validity."
    Keyword
    Consumers' Reviews, Consumer Attitudes, Brand Image, Heuristic, Price-Quality Relationship, Inference (Logic), Consumer Behavior Research, Sample Size (Statistics), Brand Image, Consumer Learning, Online User Ratings, Price-Quality Heuristic, Quality Inferences
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    Knowledge Domain/Industry
    Marketing & Sales
    DOI
    10.1093/jcr/ucv047
    URI
    http://hdl.handle.net/20.500.12127/7173
    ae974a485f413a2113503eed53cd6c53
    10.1093/jcr/ucv047
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