Institutional Affiliation: Glassdoor, Inc.
|Incentives Can Reduce Bias in Online Reviews|
with Ioana Marinescu, Nadav Klein, Morgan Smart: w24372
Online reviews are a powerful means of propagating the reputations of products, services, and even employers. However, existing research suggests that online reviews often suffer from selection bias—people with extreme opinions are more motivated to share them than people with moderate opinions, resulting in biased distributions of reviews. Providing incentives for reviewing has the potential to reduce this selection bias, because incentives can mitigate the motivational deficit of people who hold moderate opinions. Using data from one of the leading employer review companies, Glassdoor, we show that voluntary reviews have a different distribution from incentivized reviews. The likely bias in the distribution of voluntary reviews can affect workers’ choice of employers, because it changes ...
Published: Ioana Marinescu & Nadav Klein & Andrew Chamberlain & Morgan Smart, 2018. "Incentives can reduce bias in online employer reviews," Academy of Management Proceedings, vol 2018(1).