Feedback as a two-way street: when and why rating consumers fails

Tami Kim (), Lalin Anik () and Luca Cian ()
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Tami Kim: University of Virginia Darden School of Business
Lalin Anik: University of Virginia Darden School of Business
Luca Cian: University of Virginia Darden School of Business

Marketing Letters, 2021, vol. 32, issue 4, No 1, 362 pages

Abstract: Abstract In efforts to keep ill-behaving consumers in check, managers are increasingly implementing the practice of rating consumers. We develop and test an account of when and why the practice of rating consumers backfires. Study 1 shows that consumers are more likely to misbehave toward service providers after receiving a low rating (versus those who receive a high rating or those who are merely aware that they are being rated). These findings are robust to consumer inexperience. The negative impact of low ratings on subsequent behavior is especially likely to emerge when directed toward consumers (versus service providers; Study 2). Study 3 situates our findings in a real-world context through a survey of Uber customers. Taken together, we offer insight into how firms can realize the benefits of the practice of rating consumers while mitigating its risks.

Keywords: Ratings; Digital platforms; Fairness (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11002-021-09570-y

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