{"id":18920,"date":"2025-12-17T14:35:04","date_gmt":"2025-12-17T20:35:04","guid":{"rendered":"https:\/\/uwm.edu\/business\/?p=18920"},"modified":"2025-12-18T15:07:16","modified_gmt":"2025-12-18T21:07:16","slug":"why-reviews-ratings-and-timing-matter-more-than-you-think","status":"publish","type":"post","link":"https:\/\/uwm.edu\/business\/why-reviews-ratings-and-timing-matter-more-than-you-think\/","title":{"rendered":"Why Reviews, Ratings and Timing Matter More Than You Think"},"content":{"rendered":"\n<p>When you buy something online, you are rarely the first person to do so. Reviews, ratings and social media posts from earlier buyers all shape how confident you feel about clicking \u201cadd to cart.\u201d That chain reaction is the focus of research by <strong>Dawei Jian<\/strong>, an assistant professor of supply chain, operations management and business statistics at the Lubar College of Business.<\/p>\n\n\n\n<p>\u201cEarly customers matter a lot,\u201d Jian said. \u201cTheir experiences don\u2019t just reflect demand. They actually help <em>create<\/em> future demand.\u201d<\/p>\n\n\n\n<p>In a recent study published in <em>Management Science<\/em>, Jian and his coauthors examined markets where demand builds over time because of these kinds of spillover effects. Economists call them demand externalities. Think of products sold through large online platforms, where customer reviews, recommendation systems and social sharing all influence future sales. \u201cThese markets are powerful, but they are also tricky,\u201d Jian said.<\/p>\n\n\n\n<figure class=\"alignleft uwm-c-img--left\"><img decoding=\"async\" src=\"https:\/\/uwm.edu\/business\/wp-content\/uploads\/sites\/554\/2023\/10\/Jian-Dawei-200x200-1.jpg\" alt=\"Dawei Jian\" class=\"wp-image-13743\" \/><figcaption>Assistant Professor Dawei Jen<\/figcaption><\/figure>\n\n\n\n<p>\u201cRetailers often have better information about customers than manufacturers do, and that imbalance can lead to inefficiencies if it\u2019s not handled carefully.\u201d<\/p>\n\n\n\n<p>A real-world example is Xiaomi\u2019s partnership with Flipkart in India. Flipkart controls customer data, online reviews and digital promotion tools that shape how demand grows. For Xiaomi, the challenge is figuring out how to share profits while also encouraging Flipkart to be transparent and to invest in long-term growth.<\/p>\n\n\n\n<p>Jian\u2019s research shows that simple, one-time contracts are often not enough. \u201cWhen demand evolves over time, static contracts leave too much value on the table,\u201d he said. Instead, his models point to long-term agreements that adjust as new information becomes available.<\/p>\n\n\n\n<p>\u201cThese contracts are designed to reward honesty and patience,\u201d Jian said. \u201cThey encourage retailers to share what they know and to focus on building demand over time, not just maximizing short-term gains.\u201d<\/p>\n\n\n\n<p>For consumers, this research helps explain why prices, promotions and product availability can change as a product becomes more popular. For businesses, the findings offer practical guidance on how to work with partners in an economy driven by online feedback and digital networks.<\/p>\n\n\n\n<p>\u201cAt the end of the day, this is about alignment,\u201d Jian said. \u201cWhen incentives are designed well, both sides benefit, and so do customers.\u201d<\/p>\n\n\n\n<p>By connecting rigorous analysis with real-world examples, Jian\u2019s work sheds light on how information, trust and collaboration shape the products people encounter every day.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"uwm-c-table uwm-c-table--stripe\"><table><tbody><tr><td><em><strong>Research@Lubar<\/strong>&nbsp;Faculty scholarship in the Lubar College of Business spans the business fields and beyond through both theoretical and applied research that is published in leading journals.&nbsp; Here are some of our faculty\u2019s most recent publications:<\/em><\/td><\/tr><tr><td><a href=\"https:\/\/pubsonline.informs.org\/doi\/abs\/10.1287\/isre.2023.0773\"><strong>Beyond Complements and Substitutes: A Graph Neural Network Approach for Collaborative Retail Sales Forecasting<\/strong><\/a><br><em>Information Systems Research<\/em><br>Authors: Jing Liu,&nbsp;Gang Wang,&nbsp;<a href=\"https:\/\/uwm.edu\/business\/directory\/zhao-huimin\/\"><strong>Huimin Zhao<\/strong><\/a>,&nbsp;Mingfeng Lu,&nbsp;Lihua Huang,&nbsp;and&nbsp;Gang Chen&nbsp;<\/td><\/tr><tr><td><a href=\"https:\/\/pubsonline.informs.org\/doi\/full\/10.1287\/orsc.2020.14375\"><strong>Minding the Gap: How Perspective-taking and Status Reflexivity Help Black Women Executives to Relate Across Difference at Work<\/strong><\/a><br><em>Organization Science<\/em><br>Authors: Jamie Jocelyn Ladge,&nbsp;<strong><a href=\"https:\/\/uwm.edu\/business\/directory\/sugiyama-keimei\/\">Keimei Sugiyama<\/a><\/strong>,&nbsp;Alexis Nicole Smith,&nbsp;Marla Baskerville Watkins, and&nbsp;Pamela Carlton<\/td><\/tr><tr><td><a href=\"https:\/\/myscp.onlinelibrary.wiley.com\/doi\/10.1002\/jcpy.70001\"><strong>Bunch of Jerks: How Brands can Benefit by Reappropriating Insults<\/strong><\/a><br><em>Journal of Consumer Psychology<\/em><br>Authors:&nbsp;<a href=\"https:\/\/uwm.edu\/business\/directory\/du-katherine\/\"><strong>Katherine M. Du<\/strong><\/a>,&nbsp;Lingrui Zhou,&nbsp;Keisha M. Cutright<\/td><\/tr><tr><td><strong><a href=\"https:\/\/uwm.edu\/business\/research\/recent-publications\/\">Click here<\/a><\/strong>&nbsp;to see more faculty research<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When you buy something online, you are rarely the first person to do so. Reviews, ratings and social media posts from earlier buyers all shape how confident you feel about clicking \u201cadd to cart.\u201d That chain reaction is the focus &hellip;<\/p>\n","protected":false},"author":3012,"featured_media":18910,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","uwm_wg_additional_authors":[]},"categories":[39,62],"tags":[],"class_list":["post-18920","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-research"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Lubar College of Business<\/title>\n<meta name=\"description\" content=\"The anything but ordinary journey of Fred Sitzberger, president of Bultman Investment Management.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/uwm.edu\/business\/why-reviews-ratings-and-timing-matter-more-than-you-think\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Reviews, Ratings and Timing Matter More Than You Think\" \/>\n<meta property=\"og:description\" content=\"The anything but ordinary journey of Fred Sitzberger, president of Bultman Investment Management.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/uwm.edu\/business\/why-reviews-ratings-and-timing-matter-more-than-you-think\/\" \/>\n<meta property=\"og:site_name\" content=\"Lubar College of Business\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-17T20:35:04+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-18T21:07:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/uwm.edu\/business\/wp-content\/uploads\/sites\/554\/2025\/06\/F.Sitzberger_750x500.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"helaine@uwm.edu\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"helaine@uwm.edu\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/uwm.edu\\\/business\\\/why-reviews-ratings-and-timing-matter-more-than-you-think\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/uwm.edu\\\/business\\\/why-reviews-ratings-and-timing-matter-more-than-you-think\\\/\"},\"author\":{\"name\":\"helaine@uwm.edu\",\"@id\":\"https:\\\/\\\/uwm.edu\\\/business\\\/#\\\/schema\\\/person\\\/b290015a81dd966a26a6dda7b21370f8\"},\"headline\":\"Why Reviews, Ratings and Timing Matter More Than You Think\",\"datePublished\":\"2025-12-17T20:35:04+00:00\",\"dateModified\":\"2025-12-18T21:07:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/uwm.edu\\\/business\\\/why-reviews-ratings-and-timing-matter-more-than-you-think\\\/\"},\"wordCount\":548,\"publisher\":{\"@id\":\"https:\\\/\\\/uwm.edu\\\/business\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/uwm.edu\\\/business\\\/why-reviews-ratings-and-timing-matter-more-than-you-think\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/uwm.edu\\\/business\\\/wp-content\\\/uploads\\\/sites\\\/554\\\/2025\\\/12\\\/Dawei-Jen-teaching_750x500.jpg\",\"articleSection\":[\"News\",\"Research\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/uwm.edu\\\/business\\\/why-reviews-ratings-and-timing-matter-more-than-you-think\\\/\",\"url\":\"https:\\\/\\\/uwm.edu\\\/business\\\/why-reviews-ratings-and-timing-matter-more-than-you-think\\\/\",\"name\":\"Why Reviews, Ratings and Timing Matter More Than You Think - 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