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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.”


       deja score = similarity to centroid &
                     similarity to running sentiment
        centroid = statistically representative n-grams
                     normalized to Google 1T corpus
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 a title
looks like it has some wit or humor, I
might read that one. That’s about it.
— P13
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
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
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.”
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
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
RESULTS
summary


universal problem of scale
amateurs: ok as a brick in the wall; visceral reactions
pros: special bricks in the wall; cerebral reviews
NUDGEMENTAL COMMUNITIES
early sketch
UNDERSTANDING DEJA REVIEWERS
Eric Gilbert & Karrie Karahalios   University of Illinois

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Understanding Deja Reviewers

  • 1. UNDERSTANDING DEJA REVIEWERS Eric Gilbert & Karrie Karahalios University of Illinois
  • 2. WHAT’S IN IT FOR DEJA REVIEWERS?
  • 3. THE REVIEWS overview 98,191 Amazon.com reviews from 200 bestselling products belonging to 15 product categories
  • 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.
  • 6. THE INTERVIEWS overview 20 interviews from 200 invitations extended conducted via email, phone & IM
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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.”
  • 11. 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
  • 12. 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
  • 13. RESULTS summary universal problem of scale amateurs: ok as a brick in the wall; visceral reactions pros: special bricks in the wall; cerebral reviews
  • 15. UNDERSTANDING DEJA REVIEWERS Eric Gilbert & Karrie Karahalios University of Illinois