Reputation Star Society: Are star ratings consulted as substitute or complementary information?

Willems, Jurgen ORCID: and Waldner, Carolin and Ronquillo, John (2019) Reputation Star Society: Are star ratings consulted as substitute or complementary information? Decision Support Systems, 124. p. 113080. ISSN 0167-9236

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To simplify decision making processes, online platforms frequently display reputation star ratings as an indication of the quality of a product, service, or organization. Can information provided by such star ratings draw away attention from other information? This is an important question for platform developers to adjust the use of such ratings. We conduct a between-subjects laboratory experiment (n=121) where we manipulate the difference between the reputation star ratings of two social profit organizations, and ask respondents to indicate which organization they prefer. Applying eye-tracking technology, we analyze how the visual attention between the treatment conditions differs. Our findings show that reputation star ratings are consulted as complementary information, rather than as substitute information. Moreover, the results suggest that the lack of stars - not the presence of more stars - attracts visual attention.

Item Type: Article
Additional Information: This is a preprint version of the article. This research was funded by the Deutsche Forschungsgemeinschaft (DFG-WI4542). For the overall overview of the project, we refer to: Willems, J., & Waldner, C. J. (2019). Reputation Management for Nonprofit Organizations. Open Science Foundation: ; DOI: 10.31219/
Keywords: Online reputation systems; star ratings; eye-tracking; decision-making
Divisions: Departments > Management > Management > Public Management
Version of the Document: Draft
Depositing User: Jurgen Willems
Date Deposited: 23 Oct 2019 13:55
Last Modified: 23 Oct 2019 13:55
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