Asymmetric recommendations: The interacting effects of social ratings' direction and strength on users' ratings

Oded Nov; Ofer Arazy

doi:10.1145/2792838.2799667

Asymmetric recommendations: The interacting effects of social ratings' direction and strength on users' ratings

Oded Nov, Ofer Arazy

Department of Information Systems

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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.

Original language	English
Title of host publication	RecSys 2015 - Proceedings of the 9th ACM Conference on Recommender Systems
Publisher	Association for Computing Machinery, Inc
Pages	249-252
Number of pages	4
ISBN (Electronic)	9781450336925
DOIs	https://doi.org/10.1145/2792838.2799667
State	Published - 16 Sep 2015
Event	9th ACM Conference on Recommender Systems, RecSys 2015 - Vienna, Austria Duration: 16 Sep 2015 → 20 Sep 2015

Conference

Conference	9th ACM Conference on Recommender Systems, RecSys 2015
Country/Territory	Austria
City	Vienna
Period	16/09/15 → 20/09/15

Bibliographical note

Publisher Copyright:
© 2015 ACM.

Keywords

Anchoring
Recommender systems
Social influence
Social signals
Theory-driven design

ASJC Scopus subject areas

Information Systems
Software
Computer Science Applications
Control and Systems Engineering

Access to Document

10.1145/2792838.2799667

Cite this

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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",

pages = "249--252",

booktitle = "RecSys 2015 - Proceedings of the 9th ACM Conference on Recommender Systems",

publisher = "Association for Computing Machinery, Inc",

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Nov, O & Arazy, O 2015, Asymmetric recommendations: The interacting effects of social ratings' direction and strength on users' ratings. in RecSys 2015 - Proceedings of the 9th ACM Conference on Recommender Systems. Association for Computing Machinery, Inc, pp. 249-252, 9th ACM Conference on Recommender Systems, RecSys 2015, Vienna, Austria, 16/09/15. https://doi.org/10.1145/2792838.2799667

Asymmetric recommendations: The interacting effects of social ratings' direction and strength on users' ratings. / Nov, Oded; Arazy, Ofer.
RecSys 2015 - Proceedings of the 9th ACM Conference on Recommender Systems. Association for Computing Machinery, Inc, 2015. p. 249-252.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Asymmetric recommendations

T2 - 9th ACM Conference on Recommender Systems, RecSys 2015

AU - Nov, Oded

AU - Arazy, Ofer

PY - 2015/9/16

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N2 - 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.

AB - 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.

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PB - Association for Computing Machinery, Inc

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Asymmetric recommendations: The interacting effects of social ratings' direction and strength on users' ratings

Abstract

Conference

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

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