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Long rating scales trigger positive ratings: When referent thinking beats relative thinking

Author

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  • Ji, Xiaoxian
  • Nicolau, Juan Luis
  • Liu, Xianwei

Abstract

•Reference point and psychological theories are applied.•732,961 hotel reviews collected from Booking.com and Expedia.com are collected.•Consumers tend to give positive ratings when encountering a long rating scale.•Implications for online booking platforms regarding fair competition are presented.

Suggested Citation

  • Ji, Xiaoxian & Nicolau, Juan Luis & Liu, Xianwei, 2023. "Long rating scales trigger positive ratings: When referent thinking beats relative thinking," Annals of Tourism Research, Elsevier, vol. 102(C).
    • Handle: RePEc:eee:anture:v:102:y:2023:i:c:s0160738323000981
    DOI: 10.1016/j.annals.2023.103625
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    References listed on IDEAS

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    1. Pei-Yu Chen & Yili Hong & Ying Liu, 2018. "The Value of Multidimensional Rating Systems: Evidence from a Natural Experiment and Randomized Experiments," Management Science, INFORMS, vol. 64(10), pages 4629-4647, October.
    2. Janiszewski, Chris & Lichtenstein, Donald R, 1999. "A Range Theory Account of Price Perception," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(4), pages 353-368, March.
    3. Keith S. Coulter & Robin A. Coulter, 2007. "Distortion of Price Discount Perceptions: The Right Digit Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 162-173, June.
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    Cited by:

    1. Yang, Bi & Ye, Tian & Liu, Stephanie Q. & Zhao, Yujie, 2024. "How consumers process online hotel ratings," Annals of Tourism Research, Elsevier, vol. 108(C).

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