The power of eWOM: A re-examination of online student evaluations of their professors

Over the past few years, a number of studies have examined the impact of the Rate My Professors (RMP) website (RateMyProfessors.com) on higher education. The focal area of examination is whether students’ evaluations of their professors on RMP are valid. The current study attempts to push the RMP discussions to a deeper level through two studies. Study 1 illustrates that students rely on the valence of review information on RMP to make their course selection decisions without considering its validity. Study 2 shows that students’ decision-making process tends to be biased as a result of review information available. The results of both studies suggest it is necessary for institutions to test new teaching evaluation models online.

► College students’ course enrollment decisions are affected by RateMyProfessors.com.
► Students make their decisions based on valence of online reviews of professors.
► Students’ decisions are influenced by volume of online reviews of professors.
► Students’ decision-making process of course selections tends to be biased.
► Students’ attitudes toward their professors are affected by online reviews.