The Rise and Fall of Stars: The Swaying Effects of Displaying Online Rating Trends
MIS Quarterly | Hamed Qahri-Saremi, PhD
Across four experiments, researchers show that trend information in online ratings shapes consumer decisions via psychological momentum. Trend effects vary with trends’ norm alignment, valence, presentation format and continuity.
The findings advance online ratings research and offer insights beyond relying on a single average rating.
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