UNDERSTANDING DEJA REVIEWERS
Eric Gilbert & Karrie Karahalios   University of Illinois
WHAT’S IN IT FOR DEJA REVIEWERS?
THE REVIEWS
overview


98,191 Amazon.com reviews
from 200 bestselling products
belonging to 15 product categories
COMPUTATIONAL METHOD
n-gram & sentiment centrality


 “Our family loves the Wii Fit, but my son loves it most.”


       d...
THE INTERVIEWS
overview


20 interviews
from 200 invitations extended
conducted via email, phone & IM
THE PROBLEM OF SCALE
a common refrain


If there's 5, 10, I'll read those. If there's
50 or 60, I'll skim some titles. If ...
AMATEUR DEJA REVIEWERS
catharsis


I was so moved by this documentary,
and as a wolf advocate, I wanted a few
others to kn...
AMATEUR DEJA REVIEWERS
why be unique?


I'm sure that other reviewers noted the
same features that appealed to me and my
k...
PRO DEJA REVIEWERS
hate mail




One said we were trying to “sti e dissent.”

Another warned us that she does not write
“j...
PRO DEJA REVIEWERS
above the din


[Do you read other reviews?] Absolutely
not … I do not condone plagiarism and
would nev...
PRO DEJA REVIEWERS
building a brand


I am trying to build a name for myself …
If every other person on earth has said
som...
RESULTS
summary


universal problem of scale
amateurs: ok as a brick in the wall; visceral reactions
pros: special bricks ...
NUDGEMENTAL COMMUNITIES
early sketch
UNDERSTANDING DEJA REVIEWERS
Eric Gilbert & Karrie Karahalios   University of Illinois
Understanding Deja Reviewers
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  • Thanks for posting your slides! Here’s a link to the paper, for the benefit of anyone who might be interested in reading it after viewing your slides:
    http://research.microsoft.com/en-us/um/redmond/groups/connect/CSCW_10/docs/p225.pdf
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Understanding Deja Reviewers

  1. 1. UNDERSTANDING DEJA REVIEWERS Eric Gilbert & Karrie Karahalios University of Illinois
  2. 2. WHAT’S IN IT FOR DEJA REVIEWERS?
  3. 3. THE REVIEWS overview 98,191 Amazon.com reviews from 200 bestselling products belonging to 15 product categories
  4. 4. COMPUTATIONAL METHOD n-gram & sentiment centrality “Our family loves the Wii Fit, but my son loves it most.” deja score = similarity to centroid & similarity to running sentiment centroid = statistically representative n-grams normalized to Google 1T corpus
  5. 5. THE INTERVIEWS overview 20 interviews from 200 invitations extended conducted via email, phone & IM
  6. 6. THE PROBLEM OF SCALE a common refrain If there's 5, 10, I'll read those. If there's 50 or 60, I'll skim some titles. If a title looks like it has some wit or humor, I might read that one. That’s about it. — P13
  7. 7. AMATEUR DEJA REVIEWERS catharsis I was so moved by this documentary, and as a wolf advocate, I wanted a few others to know about it … I don't care if I write the rst review or the 5,000th. It's cathartic for me. — P3
  8. 8. AMATEUR DEJA REVIEWERS why be unique? I'm sure that other reviewers noted the same features that appealed to me and my kids. A completely unique review wouldn't serve any real purpose, would it? — P5
  9. 9. PRO DEJA REVIEWERS hate mail One said we were trying to “sti e dissent.” Another warned us that she does not write “just to see my own words on the internet.”
  10. 10. PRO DEJA REVIEWERS above the din [Do you read other reviews?] Absolutely not … I do not condone plagiarism and would never base my opinion on another reviewer’s thoughts. I believe this alone has led me to be rated highly. — P7
  11. 11. PRO DEJA REVIEWERS building a brand I am trying to build a name for myself … If every other person on earth has said something similar that is ne, it in no way diminishes the value of my personal opinion. — P19
  12. 12. RESULTS summary universal problem of scale amateurs: ok as a brick in the wall; visceral reactions pros: special bricks in the wall; cerebral reviews
  13. 13. NUDGEMENTAL COMMUNITIES early sketch
  14. 14. UNDERSTANDING DEJA REVIEWERS Eric Gilbert & Karrie Karahalios University of Illinois

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