Management Slant
- Consumers’ subjective experiences of products and events are altered when they see other people’s ratings of those same products or events.
- Consumers’ experiences reflect other people’s ratings when those ratings are viewed postexperience.
- Consumers’ postexperience satisfaction is an important driver of subsequent behavior.
- Managers may find it useful to communicate positive ratings not only to prospective customers but also to past customers in the expectation that such information may influence their memories of an experience.
Introduction
To evaluate their various options before a purchase, many consumers use the online customer ratings (OCRs) from other...
