Please Rate After Riding: The Impact of Formal Evaluation on Peers’ Feedback

Informações

Código: MKT2982
Divisão: MKT - Marketing
Tema de Interesse: Tema 02 - Estudos Experimentais em Marketing

Autores

Louise Helene Goncalves Foernges (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) lou_gf@hotmail.com
Cristiane Pizzutti dos Santos (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) cristiane.pizzutti@ufrgs.br

Resumo

The act of sharing among peers is a growing phenomenon with many successful platforms that facilitate such interactions having emerged in the last decade. Since these new forms of sharing work mostly on the basis of sharing among strangers, reputation mechanisms have become necessary to aid peers in selecting which users can be trusted. However, often the feedback given by the users of such platforms is positively biased. To investigate this phenomenon, we conducted two scenario-based experiments using the context of on-demand transportation services. We compared feedback (in the form of rating and tip) in a formal type of evaluation to a control condition (informal). In Study 1, we confirm the existence of feedback bias in a formal evaluation system when the feedback provided is in form of ratings. Importantly, we also find that tip is a less biased form of feedback than ratings. In Study 2, we find that a high overall peer score leads to greater feedback bias in a formal type of evaluation (vs control). Additionally, in Study 2 we find anticipation of guilt to be mediator for the effect of type of type of evaluation on rating. Managerial implications and suggestions for further research are discussed.

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