How Does Rating Specific Features of an Experience Alter Consumers' Overall Evaluations of That Experience?
通过10个预注册实验，发现当消费者被要求对体验的具体方面（如餐厅的食物、服务、氛围）进行评分时，他们对整体体验的评价会更高，尤其是当体验本身一般时。
Abstract How does the way companies elicit ratings from consumers affect the ratings that they receive? In 10 pre-registered experiments, we find that consumers rate subpar experiences more positively overall when they are also asked to rate specific aspects of those experiences (e.g., a restaurant's food, service, and ambiance). Studies 1–4 established the basic effect across different scenarios and experiences. Study 5 found that the effect is limited to being asked to rate specific features of an experience, rather than providing open-ended comments about those features. Studies 6–9 provided evidence that the effect does not emerge because rating positive aspects of a subpar experience reminds consumers that their experiences had some good features. Rather, it emerges because consumers want to avoid incorporating negative information into both the overall and the attribute ratings. Lastly, study 10 found that asking consumers to rate attributes of a subpar experience reduces the predictive validity of their overall rating. We discuss implications of this work and reconcile it with conflicting findings in the literature.