Shen, Yongchao; Shan, Wei; Luan, Jing - In: European Journal of Marketing 52 (2018) 1/2, pp. 147-158
Purpose: In an online shopping environment, individual reviews and aggregated ratings are important anchors for consumers’ purchasing decisions. However, few studies have considered the influence of aggregated ratings on consumer decision-making, especially at the neural level. This study...