What is it about?
This article demonstrates when consumers are more likely to use average product ratings or the number of reviews as an influential piece of information when making decisions online.
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Why is it important?
This research is important because it demonstrates when consumers may be influenced, and ultimately biased, by a product's average rating or the number of reviews it possesses. Because e-commerce is a major retail channel, retailers should be concerned with their consumers making poor decisions.
Perspectives
This is a cool article that holds implications for retail managers, product managers, and consumers when considering how they should properly utilize average product ratings and the number of reviews to their benefit.
Dr. Jared Watson
New York University
Read the Original
This page is a summary of: Swayed by the Numbers: The Consequences of Displaying Product Review Attributes, Journal of Marketing, October 2018, SAGE Publications,
DOI: 10.1177/0022242918805468.
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