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research
Please, talk about it! When hotel popularity boosts preferences
Authors
Abrate
Alba
+82 more
Antonio Ladrón-de-Guevara
Banfield
Barber
Bartholomew
Bennett
Berger
Bhattacharjee
Bozdogan
Breese
Celeux
Chatterjee
Chebat
Chen
Chevalier
Cross
Dean
Dellarocas
Demia Studio Associato
Denrell
Deutsch
Eisend
Festinger
Filieri
Forman
Giampaolo Viglia
Godes
Green
Gustaffson
Hagenaars
Han
Herr
Holbrook
Hu
Huang
Huang
Hung
Jeacle
Jiménez
Johnson
Jones
Khare
Klein
Koh
Kulkarni
Li
Litvin
Liu
Louviere
Lynch
Lynch
Mauri
Mazzarol
Meyers-Levy
Mitchell
Mudambi
Nelson
Noort
Okada
Pagani
Park
Payne
Petty
Poston
Purnawirawan
Roberto Furlan
Rossi
Sen
Serra Cantallops
Sheth
Sirakaya
Sparks
Spoerri
Stigler
Tse
Vermeulen
Voorhees
Weathers
Wilska
Wood
Yacouel
Ye
Zhang
Publication date
1 September 2014
Publisher
'Elsevier BV'
Doi
Cite
Abstract
Many consumers post on-line reviews, affecting the average evaluation of products and services. Yet, little is known about the importance of the number of reviews for consumer decision making. We conducted an on-line experiment (n= 168) to assess the joint impact of the average evaluation, a measure of quality, and the number of reviews, a measure of popularity, on hotel preference. The results show that consumers' preference increases with the number of reviews, independently of the average evaluation being high or low. This is not what one would expect from an informational point of view, and review websites fail to take this pattern into account. This novel result is mediated by demographics: young people, and in particular young males, are less affected by popularity, relying more on quality. We suggest the adoption of appropriate ranking mechanisms to fit consumer preferences. © 2014 Elsevier Ltd
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info:doi/10.1016%2Fj.ijhm.2014...
Last time updated on 05/06/2019