Online reviews written at the weekend tend to be less favorable.
This paper finds that online reviews submitted during the weekend tend to have lower rating scores than reviews submitted during the week. Analyzing 400 million reviews across 33 e-commerce, hospitality, entertainment, and employer platforms, the authors find that weekend reviews have a 3% lower relative share of 5-star ratings and a 6% higher relative share of 1-, 2-, or 3-star ratings compared to weekday reviews. This weekend effect is surprising given that studies usually report higher happiness levels and a better mood on weekends. The pattern emerges even when controlling for quality of reviewed items.
[We] present evidence that temporal self-selection of reviewers is a dominant driver of the weekend effect. We find a substantial number of reviewers who only review during the weekend, During the weekend, a different set of users—those more prone to write negative reviews—is more likely to select to leave a review.
Additionally, weekend reviewers’ texts (vs. weekday reviewers’ texts show fewer social cues and more words related to sadness. Furthermore, weekend reviewers have fewer social connections. Weekend reviewers have significantly fewer friends than week reviewers. This is in line with lower mentions of social processes in weekend reviewers’ texts.