Seminar – Unveiling the discrepancy between reviewer intent and consumer interpretation

Consumers frequently rely on online product ratings, such as those on platforms like Yelp and Amazon, when making purchase decisions. However, do consumers accurately interpret product ratings provided by reviewers? This research identifies a discrepancy between how reviewers (i.e., consumers who have completed the purchase) assign product ratings and how readers (i.e., potential consumers) interpret them.

Room T09-67.