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Sequential and Temporal Dynamics of Online Opinion.

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Bibliographic Details
Title: Sequential and Temporal Dynamics of Online Opinion.
Authors: Godes, David1 dgodes@rhsmith.umd.edu, Silva, José C.2 josecamoessilva@alum.mit.edu
Source: Marketing Science. May/Jun2012, Vol. 31 Issue 3, p448-473. 26p.
Subject Terms: *ONLINE comments, *USER-generated content, *CONSUMERS' reviews, *WORD of mouth advertising, *INTERNET marketing, SEQUENTIAL decoding, BOOKS -- Reviews
Abstract: We investigate the evolution of online ratings over time and sequence. We first establish that there exist two distinct dynamic processes, one as a function of the amount of time a book has been available for review and another as a function of the sequence of reviews themselves. We find that, once we control for calendar date, the residual average temporal pattern is increasing. This is counter to existing findings that suggest that without this calendar-date control, the pattern is decreasing. With respect to sequential dynamics, we find that ratings decrease: the nth rating is, on average, lower than the n-1th when controlling for time, reviewer effects, and book effects. We test and find some support for existing theories for this decline based on motivation. We then offer two additional explanations for this ''order effect." We find support for the idea that one's ability to assess the diagnosticity of previous reviews decreases: when previous reviewers are very different, more reviews may thus lead to more purchase errors and lower ratings. [ABSTRACT FROM AUTHOR]
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Database: Business Source Index
Description
Abstract:We investigate the evolution of online ratings over time and sequence. We first establish that there exist two distinct dynamic processes, one as a function of the amount of time a book has been available for review and another as a function of the sequence of reviews themselves. We find that, once we control for calendar date, the residual average temporal pattern is increasing. This is counter to existing findings that suggest that without this calendar-date control, the pattern is decreasing. With respect to sequential dynamics, we find that ratings decrease: the nth rating is, on average, lower than the n-1th when controlling for time, reviewer effects, and book effects. We test and find some support for existing theories for this decline based on motivation. We then offer two additional explanations for this ''order effect." We find support for the idea that one's ability to assess the diagnosticity of previous reviews decreases: when previous reviewers are very different, more reviews may thus lead to more purchase errors and lower ratings. [ABSTRACT FROM AUTHOR]
ISSN:07322399
DOI:10.1287/mksc.1110.0653