权重评级:人们是否在极端评价中调整偏见?
1WMG, University of Warwick.
Journal of experimental psychology. Applied
|October 30, 2023
概括
消费者很难适应虚假评论,经常依赖平均评分. 他们不考虑高评级,但受到极低评级的影响,这表明产品评价信息的处理方式存在偏见.
科学领域:
- 消费者心理学 消费者心理学
- 行为经济学是一种行为经济学.
- 决策科学 决策科学 决策科学
背景情况:
- 在线消费者评级显著影响购买决策.
- 假冒或有偏见的评论的普遍性对准确的产品判断构成了挑战.
- 了解消费者如何处理极端评级信息至关重要.
研究的目的:
- 调查消费者在接触到可能被操纵的极端评级时是否调整他们的产品质量判断.
- 检查干预措施的有效性,如修剪或标记极端评论.
- 分析消费者对不同星级的评分所赋予的权重.
主要方法:
- 进行了两项实验性研究.
- 治疗包括削减极端评级,标记可疑评论,并让参与者了解评论操纵.
- 使用加权平均模型来分析评级的重要性.
主要成果:
- 干预措施没有显著改变平均产品质量判断.
- 标记或削减极端评级可能会减少特定分布的判断极端性.
- 消费者不重视5星级评级,但对1星级评级非常敏感,显示在2星级的评级上存在偏差.
结论:
- 消费者主要依赖于平均评级,因此很难取消这种启发式评级.
- 一个二进制偏差存在,评分高于2星标志着类似的积极质量.
- 需要进一步研究重量形成和开发辅助工具,以减轻审查偏见.
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