Leif Brandes

Leif Brandes

Leif Brandes is a researcher and first author of the 2022 Journal of Marketing Research paper on extremity bias and attrition in online reviews.

Who they are

The work of Leif Brandes reaches this site through the paper listed below. The name is tied to Differential Attrition.

Key papers

Brandes, L., Godes, D., & Mayzlin, D. (2022). Extremity bias in online reviews: The role of attrition. Journal of Marketing Research, 59(4), 675-695. What it reports: Proposes differential attrition: moderate reviewers more likely to stop before posting. Analytical model combines it with differential utility and base rates. Only utility-based and attrition-based mechanisms explain why an unincentivised review solicitation email from an online travel platform reduced review extremity in a large field experiment; empirical evidence for both attrition and utility.

Key ideas

Differential Attrition: The proposal that customers with moderate experiences are more likely than those with extreme ones to drop out before posting a review.

Sources

  1. Brandes, L., Godes, D., & Mayzlin, D. (2022). Extremity bias in online reviews: The role of attrition. Journal of Marketing Research, 59(4), 675-695.