TY - JOUR
T1 - Star wars
T2 - Response to Simonson, Winer/Fader, and Kozinets
AU - De Langhe, Bart
AU - Fernbach, Philip M.
AU - Lichtenstein, Donald R.
N1 - Publisher Copyright:
© The Author 2016. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. All rights reserved.
PY - 2016/4/19
Y1 - 2016/4/19
N2 - In de Langhe, Fernbach, and Lichtenstein (2016), we argue that consumers trust average user ratings as indicators of objective product performance much more than they should. This simple idea has provoked passionate commentaries from eminent researchers across three subdisciplines of marketing: experimental consumer research, modeling, and qualitative consumer research. Simonson challenges the premise of our research, asking whether objective performance even matters. We think it does and explain why in our response. Winer and Fader argue that our results are neither insightful nor important. We believe that their reaction is due to a fundamental misunderstanding of our goals, and we show that their criticisms do not hold up to scrutiny. Finally, Kozinets points out how narrow a slice of consumer experience our article covers. We agree, and build on his observations to reflect on some big-picture issues about the nature of research and the interaction between the subdisciplines.
AB - In de Langhe, Fernbach, and Lichtenstein (2016), we argue that consumers trust average user ratings as indicators of objective product performance much more than they should. This simple idea has provoked passionate commentaries from eminent researchers across three subdisciplines of marketing: experimental consumer research, modeling, and qualitative consumer research. Simonson challenges the premise of our research, asking whether objective performance even matters. We think it does and explain why in our response. Winer and Fader argue that our results are neither insightful nor important. We believe that their reaction is due to a fundamental misunderstanding of our goals, and we show that their criticisms do not hold up to scrutiny. Finally, Kozinets points out how narrow a slice of consumer experience our article covers. We agree, and build on his observations to reflect on some big-picture issues about the nature of research and the interaction between the subdisciplines.
KW - Illusion of validity
KW - Online user ratings
KW - Perceived and objective quality
KW - Statistical precision
UR - http://www.scopus.com/inward/record.url?scp=84971592124&partnerID=8YFLogxK
U2 - 10.1093/jcr/ucw007
DO - 10.1093/jcr/ucw007
M3 - Article
AN - SCOPUS:84971592124
SN - 0093-5301
VL - 42
SP - 850
EP - 857
JO - Journal of Consumer Research
JF - Journal of Consumer Research
IS - 6
M1 - ucw007
ER -