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2017 | OriginalPaper | Buchkapitel

Combating the Influence of the Heuristic Thinking in Online Star Ratings: Preliminary Evidence

verfasst von: Markus Weinmann, Christoph Schneider, Jan vom Brocke

Erschienen in: Information Systems and Neuroscience

Verlag: Springer International Publishing

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Abstract

Online reviews, often considered more credible and less biased than marketing information, have become an important aspect of making purchase decisions. Yet, online star ratings can be affected by reviewers’ heuristic evaluations, potentially leading to suboptimal purchase decisions. For example, star ratings may be biased due to the availability heuristic, i.e., users giving disproportionate weight to one—often negative—attribute. As research has demonstrated that even minor modifications of the presentation of options can have a large influence on people’s behavior, we test the effects of prior attribute rating on overall star rating. An experiment (n = 56) conducted in the context of restaurant ratings showed that merely asking people first to rate individual attributes can significantly influence overall ratings. These findings can have important implications, as uncovering the effects specific design parameters of review forms have on people’s evaluation results will allow for reducing unintended biases in review form design.
Fußnoten
1
Prolific Academic (www.​prolific.​ac) is an online crowdsourcing market for scientific studies, providing access to a diverse participant pool, and allowing to collect data that have been shown to be as reliable as those collected using other methods [14].
 
2
The scenario and measurement items are available upon request.
 
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Metadaten
Titel
Combating the Influence of the Heuristic Thinking in Online Star Ratings: Preliminary Evidence
verfasst von
Markus Weinmann
Christoph Schneider
Jan vom Brocke
Copyright-Jahr
2017
DOI
https://doi.org/10.1007/978-3-319-41402-7_7

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