Sorry to (Not) Burst Your Bubble: The Influence of Reputation Rankings on Perceptions of Firms
Business & Society, Forthcoming
26 Pages Posted: 18 Jan 2016
Date Written: January 16, 2016
We measure the influence of reputation rankings on individuals’ perceptions of firms. Through experimental design, we vary whether and how subjects are exposed to a reputation ranking alongside other information about a firm. We find that rankings influence perceptions when they are negative and congruent with other information about the firm. These findings help explain how a firm’s reputation can change even if its characteristics remain constant and why change in a firm’s characteristics can be slow to produce change in its reputation.
Keywords: corporate reputation, reputation rankings, cognition, experiment
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