We measure the influence of reputation rankings on individuals’ perceptions of firms. Through experimental design, we vary whether and how participants 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.
All Science Journal Classification (ASJC) codes
- Business, Management and Accounting (miscellaneous)
- Social Sciences (miscellaneous)
- corporate reputation
- reputation rankings