In this paper the authors examine how individual level heterogeneities in terms of preference instability influence various online decisions (product choice, rating incidence and rating evaluation). Moreover, they investigate how individuals with different levels of preference instability differ in the way their online decisions are affected by the different aggregate measures of rating environment (volume, valance and variance).
MUKHOPADHYAY, S. and CHUNG, T.S. (2016). Preference Instability, Consumption and Online Rating Behavior. International Journal of Research in Marketing, 33(3), pp. 624-638.