Users may search for specific ratings depending of the global rating valence

In a study conducted in 2021, researchers investigated the interaction between aggregated rating and personal rating on consumers’ perception of online consumer reviews. In the primary task, some participants had to making judgments about the usefulness of online reviews while their neural responses were measured. The analytical approach involved comparing brain response of participants while judging individual reviews in different conditions, such as positive aggregated reviews or negative aggregated reviews. Confounders like (not explicited) were controled. Among other hypothesis, the primary hypothesis which posited that a high personal rating would be perceived as less useful when the aggregated rating is low, but this effect may be mitigated when the aggregated rating is high, was supported by the results with a not found effect size. Unfortunately, there is no free access to the original article. This overview provides a concise synthesis of the most relevant results. For more details, please refer to the article page.

Unfortunately, there is no free access to the original article.

When designing ratings, if the global rating is low, consider displaying more negative ratings as they are more useful for users.

Liu, J., Mo, Z., Fu, H., He, J., & Liang, Z. (2021). Aggregated rating moderates the effect of personal rating on perceived review usefulness: An event-related potentials study. Journal of Neuroscience, Psychology, and Economics, 14(4), 222–233.

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