Study finds top evaluations, not average scores, sway consumer decision-making
Journal Reference: Zhanfei Lei, Dezhi Yin, Sabyasachi Mitra, Han Zhang. Swayed by the reviews: Disentangling the effects of average ratings and individual reviews in online word‐of‐mouth. Production and Operations Management, 2022; DOI: 10.1111/poms.13695 But new research shows that the half-star chasm may not be all that important. It turns out top reviews carry more sway … Read more