Abstract
This study investigates whether the subjective experiences of consumers are altered by exposure to others’ ratings of the same experience. On the basis of theories of memory reconstruction and conformity, the authors conducted two experiments in Sweden and found that consumers’ quality perceptions, ratings, and customer satisfaction were, indeed, affected by the postexperience viewing of others’ ratings, in two different product categories. The findings reflect a desire to maintain a correct representation of reality in which people use others’ ratings as an accuracy heuristic.
- Received October 28, 2021.
- Received (in revised form) October 26, 2022.
- Accepted February 13, 2023.
- Copyright © 2023 ARF. All rights reserved.
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Vol 63 Issue 1
