Do customer ratings influence consumers Who have already experienced a product? How memory reconstruction and conformity can reshape product evaluations and perceptions

This study investigates whether the subjective experiences of consumers are altered by exposure to others’ ratings of the same experience.
Colliander, Dahlen, and Thorbjrnsen

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.


To evaluate their various options before a purchase, many consumers use the online customer ratings (OCRs) from other...

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