In online reviews, the perception of a product’s quality can vary significantly depending on how its rating is presented. While scoring 3.5 out of 5 is equivalent to receiving three and a half stars, visually, these representations do not align.
In a recent study published in the Journal of Marketing Research, researchers from the School of Marketing and Innovation at the Muma College of Business, University of South Florida (USF), explored how different formats of rating presentation influence consumer perceptions. The study by Assistant Professor Carter Morgan revealed that shapes such as stars, circles, and bars hold more significant sway over consumers than numerical figures when evaluating product ratings online.
“Simply changing a rating’s format from numbers to stars increases the perception of the rating as higher,” noted Morgan. This shift in perception can significantly impact consumer behaviour in the digital marketplace, influencing their decisions to click on advertisements or make purchases.
The research highlighted a cognitive bias known as left-digit anchoring, wherein consumers focus more on the leftmost digit of a numerical rating. For instance, a rating of 3.5 might be mentally processed as closer to 3 rather than 3.5, thereby undervaluing the product in the consumer’s perception. This bias underscores the importance of format in shaping consumer attitudes towards product quality.
The findings of the study offer promising implications for online retailers, marketers, and web designers. By embracing visual formats like stars instead of numerical ratings, businesses can potentially boost consumer confidence in product quality, increase purchase intent, and enhance engagement with advertisements. This shift in approach could open up new avenues for success in the digital marketplace.
Furthermore, the study underscores the crucial role of consumer advocates and public policymakers in promoting transparency in online reviews. By advocating for the standardization of rating formats across platforms, they can help mitigate unintentional biases in consumer decision-making processes. This push for standardization aligns with broader efforts to empower consumers with clearer, more consistent information for making informed purchasing decisions.
The USF study sheds light on how subtle changes in the presentation of product ratings, from numbers to shapes like stars, can wield significant influence over consumer perceptions and behaviors in the digital age. As businesses navigate the competitive landscape of online commerce, understanding and leveraging these insights can be pivotal in driving consumer trust and engagement. The potential impact of this research on consumer behaviour is significant and should be considered.
More information: Annika Abell et al, The Power of a Star Rating: Differential Effects of Customer Rating Formats on Magnitude Perceptions and Consumer Reactions, Journal of Marketing Research. DOI: 10.1177/00222437241240694
Journal information: Journal of Marketing Research Provided by University of South Florida