Imagine that you are a marketer with a good product but mediocre online reviews. When would be the best time to present the review score information to consumers: before the product description, with the product description, or after the product description? In order to answer this question, we carried out three online experiments in which we manipulated the order of information (reviews presented first or last), and timing of information (reviews presented simultaneously with or sequential to the product description). Overall, consumers put more weight on information that was seen most recently, particularly when the product description and review information was presented sequentially and the average review score was relatively low. That is, consumers put more weight on review score information after they had first formed an independent opinion based on the product description. Theoretically, these findings are best explained by an adjustment-based anchoring account. Practically, these findings arm managers with effective tactics regarding the placement of review score information.

想象一下，您是一个营销人员，拥有好的产品，但网上评论平庸。什么时候是向消费者展示评论评分信息的最佳时间：在产品说明之前，产品说明之前或之后？为了回答这个问题，我们进行了三个在线实验，其中我们操纵了信息的顺序（首先显示或最后显示的评论）和信息的时间安排（与产品描述同时出现或顺序出现的评论）。总体而言，消费者将更多的精力放在最近看到的信息上，特别是当依次介绍产品描述和评论信息且平均评论得分相对较低时。那是，消费者在根据产品描述首次形成独立意见后，会更加重视评论评分信息。从理论上讲，这些发现最好由基于调整的锚定帐户来解释。实际上，这些发现为管理人员提供了有关放置评论分数信息的有效策略。