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@Select Types{,
Journal = "Band-1",
Title= "Nudging in Judging- Differences in Online Rating Behavior for Utilitarian and Hedonic Service Aspects",
Author= "Janina Seutter, Jürgen Neumann, Dennis Kundisch",
Doi= "https://doi.org/10.30844/wi_2020_k8-seutter",
Abstract= "Online reviews play a considerable role in reducing the information asymmetry between sellers and potential consumers. Despite the rich body of literature on online reviews, little is known about how a reviewer’s choice of which aspects to emphasize in their textual review influences their (own) rating behavior. As reviewers can choose to evaluate different characteristics of the products or services consumed, we investigate whether the valence of online ratings varies with the ease or difficulty with which the chosen characteristic can be evaluated. As an operationalization for the ease of evaluation we use the categories utilitarian (rather easy to evaluate) and hedonic (rather difficult to evaluate). We plan to test whether the degree of evaluation difficulty influences online ratings by running an online experiment. In this paper we present the results of a pre-study and our planned approach towards designing the experiment.
",
Keywords= "Online Reviews, Review Content, Hedonic, Utilitarian, Experimental Study.
",
}
Janina Seutter, Jürgen Neumann, Dennis Kundisch: Nudging in Judging- Differences in Online Rating Behavior for Utilitarian and Hedonic Service Aspects. Online: https://doi.org/10.30844/wi_2020_k8-seutter (Abgerufen 23.04.24)
Open Access
Abstract
Abstract
Online reviews play a considerable role in reducing the information asymmetry between sellers and potential consumers. Despite the rich body of literature on online reviews, little is known about how a reviewer’s choice of which aspects to emphasize in their textual review influences their (own) rating behavior. As reviewers can choose to evaluate different characteristics of the products or services consumed, we investigate whether the valence of online ratings varies with the ease or difficulty with which the chosen characteristic can be evaluated. As an operationalization for the ease of evaluation we use the categories utilitarian (rather easy to evaluate) and hedonic (rather difficult to evaluate). We plan to test whether the degree of evaluation difficulty influences online ratings by running an online experiment. In this paper we present the results of a pre-study and our planned approach towards designing the experiment.
Keywords
Schlüsselwörter
Online Reviews, Review Content, Hedonic, Utilitarian, Experimental Study.
References
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