Navigating by the Stars: Investigating the Actual and Perceived Validity of Online User Ratings

@inproceedings{Langhe2016NavigatingBT,
  title={Navigating by the Stars: Investigating the Actual and Perceived Validity of Online User Ratings},
  author={Bart de Langhe and Philip M. Fernbach and Donald R. Lichtenstein},
  year={2016}
}
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… CONTINUE READING

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