Research is a key part of WU's academic identity and a prerequisite for research-based teaching. In their work, WU’s researchers focus not only on business and economics, law, and socioeconomics, but also on the socially, ecologically, and culturally relevant questions we as a society are faced with today.
Especially online shoppers often base their purchasing decisions on customer reviews. Hardly anyone books a hotel without first scrolling through all the feedback posted by previous guests. In his research, WU Professor Ben Greiner, head of the Institute for Markets and Strategy and the Competence Center for Experimental Research at WU, investigates the factors that cause distortions in online feedback systems. Such distortions are detrimental not only to customers, who are provided with less reliable information, but also to businesses, because their customers are less likely to trust them due to less reliable information.