TY - JOUR
T1 - Reputation Star Society
T2 - Are star ratings consulted as substitute or complementary information?
AU - Willems, Jurgen
AU - Waldner, Carolin J.
AU - Ronquillo, John C.
PY - 2019/9/1
Y1 - 2019/9/1
N2 - 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.
AB - 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.
KW - Decision-making
KW - Eye-tracking
KW - Online reputation systems
KW - Star ratings
UR - http://www.scopus.com/inward/record.url?scp=85068782061&partnerID=8YFLogxK
U2 - 10.1016/j.dss.2019.113080
DO - 10.1016/j.dss.2019.113080
M3 - Article
AN - SCOPUS:85068782061
SN - 0167-9236
VL - 124
JO - Decision Support Systems
JF - Decision Support Systems
M1 - 113080
ER -