EFFECTS OF PERSONALIZED RECOMMENDATIONS VERSUS AGGREGATE RATINGS ON POST-CONSUMPTION PREFERENCE RESPONSES
成果类型：
Article
署名作者：
Adomavicius, Gediminas; Bockstedt, Jesse C.; Curley, Shawn P.; Zhang, Jingjing
署名单位：
University of Minnesota System; University of Minnesota Twin Cities; Emory University; Indiana University System; Indiana University Bloomington; IU Kelley School of Business
刊物名称：
MIS QUARTERLY
ISSN/ISSBN：
0276-7783
DOI：
10.25300/MISQ/2022/16301
发表日期：
2022
页码：
627-644
关键词：
word-of-mouth
consumer reviews
product
sales
systems
JUDGMENT
DYNAMICS
IMPACT
BIAS
摘要：
Online retailers use product ratings to signal quality and help consumers identify products for purchase. These ratings commonly take the form of either non-personalized, aggregate product ratings (i.e., the average rating a product received from a number of consumers suchas the average rating is 4.5/5basedon100 reviews),or personalizedpredicted preference ratings for a product (i.e., recommender-system-generated predictions for a consumer's rating of a product such as we think you'drate thisproduct4.5/5).Ratings in eitherformat canprovide decisionaidtothe consumer, but the twoformats convey different types of product qualityinformation and operate withdifferent psychologicalmechanisms. Prior researchhas indicatedthat eachrecommendation type cansignificantly affect consumer's post-experience preference ratings, constitutingajudgmentalbias, but has not comparedthe effects of these twocommonproduct-ratingformats. Usingalaboratory experiment, we showthat aggregate ratings andpersonalizedrecommendationscreate similarbiases onpost-experience preference ratings when shownseparately. Showntogether, there is nocumulativeincrease inthe effect. Instead, personalized recommendations tendtodominate. Our findings canhelpretailers determine how touse these different types of product ratings to most effectively serve their customers. Additionally, these results helptoeducate the consumer on how product-rating displays influence their stated preferences
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