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RECSYS
2015
ACM

Asymmetric Recommendations: The Interacting Effects of Social Ratings? Direction and Strength on Users' Ratings

4 years 1 months ago
Asymmetric Recommendations: The Interacting Effects of Social Ratings? Direction and Strength on Users' Ratings
In social recomendation 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. Categories and Subject Descriptors
Oded Nov, Ofer Arazy
Added 17 Apr 2016
Updated 17 Apr 2016
Type Journal
Year 2015
Where RECSYS
Authors Oded Nov, Ofer Arazy
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