Informational social influence and product quality judgments.

Eight groups of 15 college females each rated the quality of 1 paper plate while exposed to simulated quality evaluations of other raters. Others' evaluations were manipulated by presenting the modal evaluation as higher or lower than the control (no influence) mean rating and by varying the uniformity of others' ratings at 2 levels of dispersion. The availability of intrinsic (product composition) cues during prerating examination of the plate was manipulated by making available, or withholding, 2 comparison plates. Others' modal evaluations significantly affected the Ss' quality ratings of the plate. This effect was substantially stronger when others' evaluations were more uniform. The presence or absence of comparison plates had no effect on the influence conditions. Results are interpreted, in conjunction with those of J. B. Cohen and E. Golden (see record 1972-11926-001) as providing support for the effect of informational social influence on ratings of product quality. (PsycINFO Database Record (c) 2010 APA, all rights reserved)