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New Article published in Journal of Service Research

Logo Journal of Service Research © SAGE Publishing ​/​ London ​/​ UK

An article by Dr. Sarah Köcher and Dr. Sören Köcher was published in the Journal of Service Research (VHB ranking: A-Journal).

Dr. Sarah Köcher and Dr. Sören Köcher from the Department of Marketing have published the article "The Mode Heuristic in Service Consumers' Interpretations of Online Rating Distributions" in the Journal of Service Research. The Journal of Service Research is the leading international journal in service marketing and is ranked as an A journal in the VHB ranking.
In a series of eight studies, the team of authors shows that consumers pay excessive attention to the mode (the longest bar in graphical representations of online ratings) when interpreting customer ratings, for example, when deciding whether to visit a restaurant or stay in a hotel. The authors thus uncover another important feature of online ratings that, in addition to the average rating, the number of ratings and the dispersion of ratings, influences our decision-making behavior in an online context.

Link to article