IDEAS home Printed from https://ideas.repec.org/a/bla/jindec/v70y2022i3p525-564.html
   My bibliography  Save this article

Unboxing the Causal Effect of Ratings on Product Demand: Evidence from Wayfair.com

Author

Listed:
  • Evan Magnusson

Abstract

Using a regression discontinuity design, I estimate the causal effect of increasing product ratings by half a star on Wayfair.com to be a 5% increase in product demand. Utilizing a transaction‐level dataset, I show that this is driven by an increase in sales, not a price change. This effect is stronger for products with more reviews or sold by lesser‐known brands (and nonexistent for those with no reviews or from popular brands). Also, products with the highest ratings see the largest benefit from having a marginally higher rating. I fail to find reviews affecting repeat purchasers differently than first‐time customers.

Suggested Citation

  • Evan Magnusson, 2022. "Unboxing the Causal Effect of Ratings on Product Demand: Evidence from Wayfair.com," Journal of Industrial Economics, Wiley Blackwell, vol. 70(3), pages 525-564, September.
  • Handle: RePEc:bla:jindec:v:70:y:2022:i:3:p:525-564
    DOI: 10.1111/joie.12302
    as

    Download full text from publisher

    File URL: https://doi.org/10.1111/joie.12302
    Download Restriction: no

    File URL: https://libkey.io/10.1111/joie.12302?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Bruno Jullien & In-Uck Park, 2014. "New, Like New, or Very Good? Reputation and Credibility," Review of Economic Studies, Oxford University Press, vol. 81(4), pages 1543-1574.
    2. Ginger Zhe Jin & Andrew Kato, 2006. "Price, quality, and reputation: evidence from an online field experiment," RAND Journal of Economics, RAND Corporation, vol. 37(4), pages 983-1005, December.
    3. Imbens, Guido W. & Lemieux, Thomas, 2008. "Regression discontinuity designs: A guide to practice," Journal of Econometrics, Elsevier, vol. 142(2), pages 615-635, February.
    4. Michael Anderson & Jeremy Magruder, 2012. "Learning from the Crowd: Regression Discontinuity Estimates of the Effects of an Online Review Database," Economic Journal, Royal Economic Society, vol. 122(563), pages 957-989, September.
    5. Brett Hollenbeck & Sridhar Moorthy & Davide Proserpio, 2019. "Advertising Strategy in the Presence of Reviews: An Empirical Analysis," Marketing Science, INFORMS, vol. 38(5), pages 793-811, September.
    6. Hahn, Jinyong & Todd, Petra & Van der Klaauw, Wilbert, 2001. "Identification and Estimation of Treatment Effects with a Regression-Discontinuity Design," Econometrica, Econometric Society, vol. 69(1), pages 201-209, January.
    7. Carl Shapiro, 1983. "Premiums for High Quality Products as Returns to Reputations," The Quarterly Journal of Economics, Oxford University Press, vol. 98(4), pages 659-679.
    8. Luís Cabral & Ali Hortaçsu, 2010. "The Dynamics Of Seller Reputation: Evidence From Ebay," Journal of Industrial Economics, Wiley Blackwell, vol. 58(1), pages 54-78, March.
    9. McCrary, Justin, 2008. "Manipulation of the running variable in the regression discontinuity design: A density test," Journal of Econometrics, Elsevier, vol. 142(2), pages 698-714, February.
    10. Ginger Zhe Jin & Andrew Kato, 2006. "Price, quality, and reputation: evidence from an online field experiment," RAND Journal of Economics, The RAND Corporation, vol. 37(4), pages 983-1005, December.
    11. Steven Tadelis, 2016. "Reputation and Feedback Systems in Online Platform Markets," Annual Review of Economics, Annual Reviews, vol. 8(1), pages 321-340, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ke & Ma & Sophie Yanying Sheng & Haitian Xie, 2023. "Employer Reputation and the Labor Market: Evidence from Glassdoor.com and Dice.com," Papers 2305.02587, arXiv.org, revised Sep 2023.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Engström, Per & Forsell, Eskil, 2018. "Demand effects of consumers’ stated and revealed preferences," Journal of Economic Behavior & Organization, Elsevier, vol. 150(C), pages 43-61.
    2. Brett Hollenbeck & Sridhar Moorthy & Davide Proserpio, 2019. "Advertising Strategy in the Presence of Reviews: An Empirical Analysis," Marketing Science, INFORMS, vol. 38(5), pages 793-811, September.
    3. Gesche, Tobias, 2018. "Reference Price Shifts and Customer Antagonism: Evidence from Reviews for Online Auctions," VfS Annual Conference 2018 (Freiburg, Breisgau): Digital Economy 181650, Verein für Socialpolitik / German Economic Association.
    4. Jacobsen, Grant D., 2015. "Consumers, experts, and online product evaluations: Evidence from the brewing industry," Journal of Public Economics, Elsevier, vol. 126(C), pages 114-123.
    5. Behnud Mir Djawadi & René Fahr & Claus-Jochen Haake & Sonja Recker, 2018. "Maintaining vs. milking good reputation when customer feedback is inaccurate," PLOS ONE, Public Library of Science, vol. 13(11), pages 1-23, November.
    6. Tobias Gesche, 2022. "Reference‐price shifts and customer antagonism: Evidence from reviews for online auctions," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(3), pages 558-578, August.
    7. Tobias J. Klein & Christian Lambertz & Konrad O. Stahl, 2016. "Market Transparency, Adverse Selection, and Moral Hazard," Journal of Political Economy, University of Chicago Press, vol. 124(6), pages 1677-1713.
    8. Feng, Andy & Graetz, Georg, 2017. "A question of degree: The effects of degree class on labor market outcomes," Economics of Education Review, Elsevier, vol. 61(C), pages 140-161.
    9. Behnud Djawadi & Rene Fahr & Claus-Jochen Haake & Sonja Recker, 2017. "Maintaing vs. Milking Good Reputation when Customer Feedback is Inaccurate," Working Papers CIE 106, Paderborn University, CIE Center for International Economics.
    10. Elliot Anenberg & Chun Kuang & Edward Kung, 2022. "Social learning and local consumption amenities: Evidence from Yelp," Journal of Industrial Economics, Wiley Blackwell, vol. 70(2), pages 294-322, June.
    11. Paul Belleflamme & Martin Peitz, 2018. "Inside the Engine Room of Digital Platforms: Reviews, Ratings, and Recommendations," Working Papers halshs-01714549, HAL.
    12. Farajallah, Mehdi & Hammond, Robert G. & Pénard, Thierry, 2019. "What drives pricing behavior in Peer-to-Peer markets? Evidence from the carsharing platform BlaBlaCar," Information Economics and Policy, Elsevier, vol. 48(C), pages 15-31.
    13. Luís Cabral & Lingfang (Ivy) Li, 2015. "A Dollar for Your Thoughts: Feedback-Conditional Rebates on eBay," Management Science, INFORMS, vol. 61(9), pages 2052-2063, September.
    14. Zambiasi, Diego, 2022. "Drugs on the Web, Crime in the Streets. The Impact of Shutdowns of Dark Net Marketplaces on Street Crime," Journal of Economic Behavior & Organization, Elsevier, vol. 202(C), pages 274-306.
    15. Daniela Rroshi & Michael Weichselbaumer, 2021. "What is in a price? Evidence on quality signaling for experience goods," Department of Economics Working Papers wuwp311, Vienna University of Economics and Business, Department of Economics.
    16. Michael Luca & Oren Reshef, 2020. "The Effect of Price on Firm Reputation," NBER Working Papers 27405, National Bureau of Economic Research, Inc.
    17. Liu, Kang Ernest & Shiu, Ji-Liang & Sun, Chia-Hung, 2013. "How different are consumers in Internet auction markets? Evidence from Japan and Taiwan," Japan and the World Economy, Elsevier, vol. 28(C), pages 1-12.
    18. Francesca Carta & Lucia Rizzica, 2015. "Female employment and pre-kindergarten: on the uninteded effects of an Italian reform," Temi di discussione (Economic working papers) 1030, Bank of Italy, Economic Research and International Relations Area.
    19. Dong, Yingying, 2010. "Jumpy or Kinky? Regression Discontinuity without the Discontinuity," MPRA Paper 25461, University Library of Munich, Germany.
    20. Jason M. Lindo & Nicholas J. Sanders & Philip Oreopoulos, 2010. "Ability, Gender, and Performance Standards: Evidence from Academic Probation," American Economic Journal: Applied Economics, American Economic Association, vol. 2(2), pages 95-117, April.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:jindec:v:70:y:2022:i:3:p:525-564. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://www.blackwellpublishing.com/journal.asp?ref=0022-1821 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.