Do Customer Ratings Influence Consumers Who Have Already Experienced a Product? How Memory Reconstruction and Conformity Can Reshape Product Evaluations and Perceptions

Colliander, JonasStockholm School of Economics,Handelshögskolan i Stockholm (författare)

LIBRIS-ID:oai:hhs.se:1159332280006056
https://research.hhs.se/esploro/outputs/journalArticle/Do-Customer-Ratings-Influence-Consumers-Who/991001512299406056URI
https://doi.org/10.2501/JAR-2023-003DOI

This study investigates whether the subjective experiences of consumers are altered by exposure to others' ratings of the same experience. On the basis of theories of memory reconstruction and conformity, the authors conducted two experiments in Sweden and found that consumers' quality perceptions, ratings, and customer satisfaction were, indeed, affected by the postexperience viewing of others' ratings, in two different product categories. The findings reflect a desire to maintain a correct representation of reality in which people use others' ratings as an accuracy heuristic.

Dahlen, MicaelStockholm School of Economics,Handelshögskolan i Stockholm(Swepub:hhs)66@hhs.se (författare)
Thorbjørnsen, HelgeNorwegian School of Economics (författare)
Handelshögskolan i StockholmStockholm School of Economics (creator_code:org_t)

Ingår i:Journal of Advertising Research: Advertising Research Foundation63:1, s. 17-291740-19090021-8499

Av författaren/redakt...: Colliander, Jona ...; Dahlen, Micael; Thorbjørnsen, He ...

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