Abstract:

Although online reviews are used by many people to make decisions, these reviews may be biased. On the basis of 1.2 billion observations across five leading online review platforms and two lab studies (n = 1,172 and n = 1,165; US respondents fluent in English), we provide evidence for a consistent and systematic gender rating gap: women’s mean online review ratings are significantly more favourable than men’s. We suggest that although men and women, on average, generally do not differ in their ‘real’ attitudes, their ratings do differ when it comes to online reviews. Our lab studies revealed that such differences are due to gender differences in the propensity to share negative attitudes online, possibly due to women’s greater concern about social consequences. Our findings highlight the need for societal change to create conditions in which people, particularly women, feel comfortable publicly expressing genuine attitudes, especially in cases of dissatisfaction, without being concerned about the consequences.

Publisher's Version