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Do Customer Ratings Influence Consumers Who Have Already Experienced a Product? How Memory Reconstruction and Conformity Can Reshape Product Evaluations and Perceptions
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- Colliander, Jonas (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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- Dahlen, Micael (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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- Thorbjørnsen, Helge (author)
- Norwegian School of Economics
- (creator_code:org_t)
- Advertising Research Foundation, 2023
- 2023
- English.
- In: Journal of Advertising Research. - : Advertising Research Foundation. - 1740-1909 .- 0021-8499. ; 63:1, s. 17-29
- Journal article (peer-reviewed)
Abstract
Subject headings
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- 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.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
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- art (subject category)
- ref (subject category)
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