@inproceedings{44ba27cd7cca4fefacc6daece916ec35,
title = "Asymmetric recommendations: The interacting effects of social ratings' direction and strength on users' ratings",
abstract = "In social recommendation systems, users often publicly rate objects such as photos, news articles or consumer products. When they appear in aggregate, these ratings carry social signals such as the direction and strength of the raters' average opinion about the product. Using a controlled experiment we manipulated two central social signals-the direction and strength of social ratings of five popular consumer products-and examined their interacting effects on users' ratings. The results show an asymmetric user behavior, where the direction of perceived social rating has a negative effect on users' ratings if the direction of perceived social rating is negative, but no effect if the direction is positive. The strength of perceived social ratings did not have a significant effect on users' ratings. The findings highlight the potential for cascading adverse effects of small number of negative user ratings on subsequent users' opinions.",
keywords = "Anchoring, Recommender systems, Social influence, Social signals, Theory-driven design",
author = "Oded Nov and Ofer Arazy",
note = "Publisher Copyright: {\textcopyright} 2015 ACM.; 9th ACM Conference on Recommender Systems, RecSys 2015 ; Conference date: 16-09-2015 Through 20-09-2015",
year = "2015",
month = sep,
day = "16",
doi = "10.1145/2792838.2799667",
language = "English (US)",
series = "RecSys 2015 - Proceedings of the 9th ACM Conference on Recommender Systems",
publisher = "Association for Computing Machinery, Inc",
pages = "249--252",
booktitle = "RecSys 2015 - Proceedings of the 9th ACM Conference on Recommender Systems",
}