Amazonian Forests and Trees: Multiplicity and Objectivity in Studies of Online Consumer-Generated Ratings and Reviews, A Commentary on de Langhe, Fernbach, and Lichtenstein
赞扬并扩展了de Langhe等人对Simonson观点的回应，强调未来研究应关注消费者多样性、需求多重性，以及评分评论作为社会对话的复杂性，并提醒谨慎使用“客观”等术语。
Abstract Consumer-generated ratings and reviews play an important role in people’s experiences of online search and shopping. This article applauds and extends the thought-provoking response of de Langhe, Fernbach, and Lichtenstein (2016, in this issue) to Simonson’s (2015) assertions about the topic and suggests an agenda for future research. Follow-up research into the topic should emphasize the diversity of consumers and the multiplicity of their needs. It should recognize that reviews and ratings are complex social conversations embedded in consumers’ multifaceted communicational repertoires. It should be cautious when using terms such as objective and rational when describing consumers and consumption. Being aware of the risks to external validity of studying average ratings may lead to frameworks with greater contextual integrity, and encourage collaborative communication between scholars from different perspectives working in this field.