Danescu-Niculescu-Mizil et. al., WWW 2009

Citation

 author = {Danescu-Niculescu-Mizil, Cristian and Kossinets, Gueorgi and Kleinberg, Jon and Lee, Lillian},
 title = {How opinions are received by online communities: a case study on amazon.com helpfulness votes},
 booktitle = {Proceedings of the 18th international conference on World wide web},
 series = {WWW '09},
 year = {2009},
 isbn = {978-1-60558-487-4},
 pages = {141--150},
 numpages = {10},

Online version

http://www.cs.cornell.edu/home/kleinber/www09-helpfulness.pdf

Abstract from the paper

There are many on-line settings in which users publicly express opinions. A number of these offer mechanisms for other users to evaluate these opinions; a canonical example is Amazon.com, where reviews come with annotations like "26 of 32 people found the following review helpful." Opinion evaluation appears in many off-line settings as well, including market research and political campaigns. Reasoning about the evaluation of an opinion is fundamentally different from reasoning about the opinion itself: rather than asking, "What did Y think of X?", we are asking, "What did Z think of Y's opinion of X?" Here we develop a framework for analyzing and modeling opinion evaluation, using a large-scale collection of Amazon book reviews as a dataset. We find that the perceived helpfulness of a review depends not just on its content but also but also in subtle ways on how the expressed evaluation relates to other evaluations of the same product. As part of our approach, we develop novel methods that take advantage of the phenomenon of review "plagiarism" to control for the effects of text in opinion evaluation, and we provide a simple and natural mathematical model consistent with our findings. Our analysis also allows us to distinguish among the predictions of competing theories from sociology and social psychology, and to discover unexpected differences in the collective opinion-evaluation behavior of user populations from different countries.

Summary

In this paper, the authors try to understand and model how opinions are evaluated within online communities. For example, on Amazon.com, the users not only write product reviews, but also provide us with an indication of the helpfulness of the reviews ("26 of 32 people found the following review helpful"). Previous work have shown that helpfulness votes of reviews on Amazon.com are not necessarily strongly correlated with certain measures of review quality. Rather, various complex social feedback mechanisms tend to affect how Amazon users evaluate each others' reviews in practice. The authors explored 4 different classes of theories that explain how social effects influence a group's reaction to an opinion:

• The conformity hypothesis: a review is evaluated as helpful when its star rating is closer to the consensus (or average) star rating for the product.
• The individual-bias hypothesis: a user will rate a review more highly if it expresses an opinion that he or she agrees with. Notice that if a diverse range of users apply this rule, then the overall helpfulness evaluation would be hard to distinguish from one based on conformity.
• The brilliant-but-cruel hypothesis: negative reviewers are perceived as more intelligent, competent and expert than positive reviewers.
• The quality-only straw-man hypothesis: the helpfulness of the review is being evaluated, purely based on the textual content of the reviews.