Communication On Product Rating Websites
From the page:
In the ever growing use of the Internet as a place to communicate with others asynchronously, the ability to rate products or learn about other consumers’ experiences with a product that you are considering has become an important tool for consumers. An article in the September 2005 issue of the Journal of Consumer Research reveals that posters’ negative opinions drop even further in the midst of other negative reviews.
It appears that reading a negative review triggers posters’ concerns with the social outcomes of their public evaluations, thereby causing them to strategically lower their public ratings.
…… I wonder how many Stumblers alter how they rate a site after reading the views of other Stumblers?!