IDEAS home Printed from https://ideas.repec.org/p/pdn/dispap/70.html
   My bibliography  Save this paper

Anonymity and Self-Expression in Online Rating Systems - An Experimental Analysis

Author

Listed:
  • Britta Hoyer

    (Paderborn University)

  • Dirk van Straaten

    (Paderborn University)

Abstract

Customer reviews are a fundamental part of online markets to establish trust between customers and sellers. Sharing experiences about products and services, however, is accompanied with the (sometimes involuntary) sharing of personal information. This is in conflict with growing concerns of data security calling for more privacy in online settings. Anonymous reputation systems could be one instrument to ensure more privacy in such markets. However, the impact of anonymity on the propensity to leave reviews is unclear. In this experimental study we therefore analyze whether the degree of anonymity of customers affects their propensity to leave reviews in an online market. We find that the amount of ratings drops significantly when subjects are anonymous pointing to self-expression as a driver of customer reviews. Moreover, we find that altruistic subjects are not affected by the introduction of anonymity and, hence, provide significantly more reviews compared to non-altruists under anonymity. When we remove the veil of anonymity, this difference between altruists and non-altruists disappears and, overall, market outcomes increase.

Suggested Citation

  • Britta Hoyer & Dirk van Straaten, 2021. "Anonymity and Self-Expression in Online Rating Systems - An Experimental Analysis," Working Papers Dissertations 70, Paderborn University, Faculty of Business Administration and Economics.
    • Handle: RePEc:pdn:dispap:70
    as

    Download full text from publisher

    File URL: http://groups.uni-paderborn.de/wp-wiwi/RePEc/pdf/dispap/DP70.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ben Greiner, 2015. "Subject pool recruitment procedures: organizing experiments with ORSEE," Journal of the Economic Science Association, Springer;Economic Science Association, vol. 1(1), pages 114-125, July.
    2. Paul Resnick & Christopher Avery & Richard Zeckhauser, 1999. "The Market for Evaluations," American Economic Review, American Economic Association, vol. 89(3), pages 564-584, June.
    3. Paul Resnick & Richard Zeckhauser & John Swanson & Kate Lockwood, 2006. "The value of reputation on eBay: A controlled experiment," Experimental Economics, Springer;Economic Science Association, vol. 9(2), pages 79-101, June.
    4. Lafky, Jonathan, 2014. "Why do people rate? Theory and evidence on online ratings," Games and Economic Behavior, Elsevier, vol. 87(C), pages 554-570.
    5. Gary E. Bolton & Elena Katok & Axel Ockenfels, 2004. "How Effective Are Electronic Reputation Mechanisms? An Experimental Investigation," Management Science, INFORMS, vol. 50(11), pages 1587-1602, November.
    6. Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.
    7. Andreas Munzel & Werner H. Kunz, 2014. "Creators, multipliers, and lurkers: who contributes and who benefits at online review sites," Post-Print hal-02423582, HAL.
    8. Gary Bolton & Ben Greiner & Axel Ockenfels, 2013. "Engineering Trust: Reciprocity in the Production of Reputation Information," Management Science, INFORMS, vol. 59(2), pages 265-285, January.
    9. Brañas-Garza, Pablo & Capraro, Valerio & Rascón-Ramírez, Ericka, 2018. "Gender differences in altruism on Mechanical Turk: Expectations and actual behaviour," Economics Letters, Elsevier, vol. 170(C), pages 19-23.
    10. Christoph Engel, 2011. "Dictator games: a meta study," Experimental Economics, Springer;Economic Science Association, vol. 14(4), pages 583-610, November.
    11. Nicholas Bardsley & Peter Moffatt, 2007. "The Experimetrics of Public Goods: Inferring Motivations from Contributions," Theory and Decision, Springer, vol. 62(2), pages 161-193, March.
    12. Urs Fischbacher, 2007. "z-Tree: Zurich toolbox for ready-made economic experiments," Experimental Economics, Springer;Economic Science Association, vol. 10(2), pages 171-178, June.
    13. Halliday, Simon D. & Lafky, Jonathan, 2019. "Reciprocity through ratings: An experimental study of bias in evaluations," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 83(C).
    14. Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    15. George A. Akerlof, 1970. "The Market for "Lemons": Quality Uncertainty and the Market Mechanism," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 84(3), pages 488-500.
    16. Steven Tadelis, 2016. "Reputation and Feedback Systems in Online Platform Markets," Annual Review of Economics, Annual Reviews, vol. 8(1), pages 321-340, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dirk van Straaten & Vitalik Melnikov & Eyke Hüllermeier & Behnud Mir Djawadi & René Fahr, 2021. "Accounting for Heuristics in Reputation Systems: An Interdisciplinary Approach on Aggregation Processes," Working Papers Dissertations 72, Paderborn University, Faculty of Business Administration and Economics.
    2. Dirk van Straaten, 2021. "Incentive Schemes in Customer Rating Systems - Comparing the Effects of Unconditional and Conditional Rebates on Intrinsic Motivation," Working Papers Dissertations 71, Paderborn University, Faculty of Business Administration and Economics.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hoyer, B. & van Straaten, D., 2022. "Anonymity and self-expression in online rating systems—An experimental analysis," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 98(C).
    2. Gesche, Tobias, 2018. "Reference Price Shifts and Customer Antagonism: Evidence from Reviews for Online Auctions," VfS Annual Conference 2018 (Freiburg, Breisgau): Digital Economy 181650, Verein für Socialpolitik / German Economic Association.
    3. Krügel, Jan Philipp & Paetzel, Fabian, 2024. "The impact of fraud on reputation systems," Games and Economic Behavior, Elsevier, vol. 144(C), pages 329-354.
    4. Andreas J. Steur & Mischa Seiter, 2021. "Properties of feedback mechanisms on digital platforms: an exploratory study," Journal of Business Economics, Springer, vol. 91(4), pages 479-526, May.
    5. Gary E. Bolton & David J. Kusterer & Johannes Mans, 2015. "Inflated reputations: Uncertainty, leniency & moral wiggle room in trader feedback systems," Cologne Graduate School Working Paper Series 06-04, Cologne Graduate School in Management, Economics and Social Sciences, revised 29 Jul 2016.
    6. Roman Hoffmann & Bernhard Kittel & Mattias Larsen, 2021. "Information exchange in laboratory markets: competition, transfer costs, and the emergence of reputation," Experimental Economics, Springer;Economic Science Association, vol. 24(1), pages 118-142, March.
    7. Gary E. Bolton & David J. Kusterer & Johannes Mans, 2019. "Inflated Reputations: Uncertainty, Leniency, and Moral Wiggle Room in Trader Feedback Systems," Management Science, INFORMS, vol. 65(11), pages 5371-5391, November.
    8. Li, Lingfang (Ivy) & Xiao, Erte, 2010. "Money Talks? An Experimental Study of Rebate in Reputation System Design," MPRA Paper 22401, University Library of Munich, Germany.
    9. Ruohuang Jiao & Wojtek Przepiorka & Vincent Buskens, 2024. "Building a reputation for trustworthiness: Experimental evidence on the role of the feedback rate," Rationality and Society, , vol. 36(3), pages 312-344, August.
    10. Lumeau, Marianne & Masclet, David & Penard, Thierry, 2015. "Reputation and social (dis)approval in feedback mechanisms: An experimental study," Journal of Economic Behavior & Organization, Elsevier, vol. 112(C), pages 127-140.
    11. Abraham, Martin & Grimm, Veronika & Neeß, Christina & Seebauer, Michael, 2016. "Reputation formation in economic transactions," Journal of Economic Behavior & Organization, Elsevier, vol. 121(C), pages 1-14.
    12. Matthias Wibral, 2015. "Identity changes and the efficiency of reputation systems," Experimental Economics, Springer;Economic Science Association, vol. 18(3), pages 408-431, September.
    13. Judy E. Scott & Dawn G. Gregg & Jae Hoon Choi, 2015. "Lemon complaints: When online auctions go sour," Information Systems Frontiers, Springer, vol. 17(1), pages 177-191, February.
    14. Lingfang (Ivy) Li & Steven Tadelis & Xiaolan Zhou, 2020. "Buying reputation as a signal of quality: Evidence from an online marketplace," RAND Journal of Economics, RAND Corporation, vol. 51(4), pages 965-988, December.
    15. Mingfeng Lin & Nagpurnanand R. Prabhala & Siva Viswanathan, 2013. "Judging Borrowers by the Company They Keep: Friendship Networks and Information Asymmetry in Online Peer-to-Peer Lending," Management Science, INFORMS, vol. 59(1), pages 17-35, August.
    16. Przepiorka, Wojtek, 2014. "Reputation in offline and online markets: Solutions to trust problems in social and economic exchange," economic sociology. perspectives and conversations, Max Planck Institute for the Study of Societies, vol. 16(1), pages 4-10.
    17. Solimine, Philip & Isaac, R. Mark, 2023. "Reputation and market structure in experimental platforms," Journal of Economic Behavior & Organization, Elsevier, vol. 205(C), pages 528-559.
    18. Sarah C. Rice, 2012. "Reputation and Uncertainty in Online Markets: An Experimental Study," Information Systems Research, INFORMS, vol. 23(2), pages 436-452, June.
    19. Lingfang (Ivy) Li & Erte Xiao, 2014. "Money Talks: Rebate Mechanisms in Reputation System Design," Management Science, INFORMS, vol. 60(8), pages 2054-2072, August.
    20. Halliday, Simon D. & Lafky, Jonathan, 2019. "Reciprocity through ratings: An experimental study of bias in evaluations," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 83(C).

    More about this item

    Keywords

    Customer Rating; Altruism; Public Good; Anonymity; Reputation;
    All these keywords.

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • H41 - Public Economics - - Publicly Provided Goods - - - Public Goods
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pdn:dispap:70. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: WP-WiWi-Info (email available below). General contact details of provider: https://edirc.repec.org/data/fwpadde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.