Do Customer Ratings Influence Consumers Who Have Already Experienced a Product

How Memory Reconstruction and Conformity Can Reshape Product Evaluations and Perceptions

Bibliographic Data

ID21340513
AuthorsJonas Colliander (0000-0003-3358-499X, Stockholm School of Economics), Colliander Jonas (Stockholm School of Economics), Micael Dahlén (0000-0001-6183-6520, Stockholm School of Economics), Dahlen Micael (Stockholm School of Economics), Helge Thorbjørnsen (0000-0002-2037-3336, Norwegian School of Economics), Thorbjørnsen Helge (Norwegian School of Economics)
Year2023
Volume63
Issue1
Pages17-29
Publication date2023-03-01
Open AccessNo
TypeARTICLE
VenueJournal of Advertising Research (JOURNAL)
Journal identifiersISSN: 0021-8499 • E-ISSN: 1740-1909
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.2501/jar-2023-003
OpenAlexW4320492028
LanguageEN
References cited46

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

Advertising · Business · Conformity · Customer satisfaction · Perception · Product (mathematics) · Quality (philosophy) · Consumer Behavior in Brand Consumption and Identification · Corporate Identity and Reputation · Customer Service Quality and Loyalty · Marketing · Mathematics · Psychology · Social Psychology

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