Examining the impact of consumer feedback on internet product evaluation: comparing base-rate and case history information

K-REx Repository

Show simple item record

dc.contributor.author Nettelhorst, Stephen C.
dc.contributor.author Brannon, Laura A.
dc.contributor.author Hill, W. Trey
dc.date.accessioned 2013-04-22T21:29:03Z
dc.date.available 2013-04-22T21:29:03Z
dc.date.issued 2013-04-22
dc.identifier.uri http://hdl.handle.net/2097/15548
dc.description.abstract Two important pieces of information for consumers evaluating products online are consumer ratings (i.e. base-rates) and consumer reviews (i.e. case histories). While literature in cognitive psychology shows a tendency to weigh case history information more heavily than base-rate information, other consumer oriented studies show the opposite. This study examined the relative impact of each type of information by treating consumer ratings and reviews as orthogonal factors and then manipulating the valence of each type of information. Participants evaluated a novel health beverage by viewing consumer ratings and/or reading their reviews about the product. Results indicated that the valence of the base-rate information significantly affected participants’ evaluation of the product only when case history information was not presented. When case history information was presented, the valence of such information significantly affected participants’ evaluation of the product regardless of the valence of any base-rate information. These results demonstrate that base-rate neglect may bias individuals’ evaluations of products since base-rate information tends to be more representative of a population than case history information. Thus determining ways of making base-rate information more impactful in consumer settings is an important goal. en_US
dc.language.iso en_US en_US
dc.relation.uri http://www.sciencedirect.com/science/article/pii/S0747563213000381 en_US
dc.subject Persuasive computing en_US
dc.subject e-Commerce en_US
dc.subject Social cognition en_US
dc.title Examining the impact of consumer feedback on internet product evaluation: comparing base-rate and case history information en_US
dc.type Article (author version) en_US
dc.date.published 2013 en_US
dc.citation.doi doi:10.1016/j.chb.2013.01.035 en_US
dc.citation.epage 1294 en_US
dc.citation.issue 4 en_US
dc.citation.jtitle Computers in Human Behavior en_US
dc.citation.spage 1290 en_US
dc.citation.volume 29 en_US
dc.contributor.authoreid lbrannon en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search K-REx


Advanced Search

Browse

My Account

Statistics








Center for the

Advancement of Digital

Scholarship

118 Hale Library

Manhattan KS 66506


(785) 532-7444

cads@k-state.edu