Shopping Online? Product Ratings Are (Probably) Fooling You
Appearances can be misleading, especially when it comes to the ratings we see accompanying products online and in stores.
The familiar five-star rating system on platforms like Google and Amazon plays a crucial role in helping consumers make purchasing decisions. However, recent research reveals that the way ratings are presented, whether as stars or numerals, can significantly impact how people perceive them.
A recent study conducted by Cornell University highlights the difference in how our brains process visual stars versus numbers. For instance, a rating of 3.5 is more likely to be interpreted as four stars when displayed visually. This phenomenon, known as the “visual-completion effect,” leads consumers to round up ratings when represented by stars.
Conversely, when ratings are displayed as numerals, we tend to focus on the left digit, resulting in a tendency to round down ratings. This “left-digit effect” often leads to a lower perception of the rating compared to visual representations.
The study, published in the Journal of Marketing Research, included experiments to gauge how people interpret, communicate, and remember different rating formats and their impact on purchasing decisions. The findings indicated that visual ratings, particularly those represented by stars, tend to be overestimated, leading consumers to be more inclined to buy the product.
Tips for Evaluating Reviews and Ratings
While the study’s results may benefit businesses, consumers need to be cautious when relying on visual ratings to make purchasing decisions. Here are some tips to consider when evaluating reviews and ratings:
1. Determine the number of ratings: Higher numbers of ratings provide a more reliable indication of a product’s quality compared to limited reviews. Small sample sizes can skew results, so prioritize products with a significant number of ratings.
2. Scan the wording: Review the written reviews for genuine insights and watch out for copied or suspicious language that may indicate fake reviews. Be wary of bait-and-switch tactics where genuine reviews are used for unrelated products.
3. Check the review dates: Look for patterns in review dates, as a sudden influx of reviews on a single day could be a red flag for fake reviews. Organic reviews are typically spread out over time.
4. Use a review scanner: Consider using tools like Fakespot by Mozilla to detect fake reviews and receive a quick analysis of product ratings for authenticity.
While no method is foolproof, incorporating these strategies into your shopping routine can help you make more informed decisions and avoid falling victim to scams.
More from Money:
Explore the latest updates on the GOP Tax Bill, Ticketmaster and StubHub pricing regulations, and strategies for purchasing a home with zero down payment and favorable interest rates.
