When the stars shine too bright: the influence of multidimensional ratings on online consumer ratings
Keywords: 
Online ratings
Biases
Accessibility–diagnosticity framework
Experiments
Issue Date: 
22-Oct-2022
Publisher: 
Informs
ISSN: 
1526-5501
Note: 
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
Citation: 
Christoph Schneider, Markus Weinmann, Peter N.C. Mohr, Jan vom Brocke (2020) When the Stars Shine Too Bright: The Influence of Multidimensional Ratings on Online Consumer Ratings. Management Science 67(6):3871-3898. https://doi.org/10.1287/mnsc.2020.3654
Abstract
Scholars generally assume that consumer ratings reflect consumer satisfaction, but ratings can be influenced by the design of the rating system. We examine two rating designs—single-dimensional rating systems, which elicit overall ratings only, and multidimensional (MD) rating systems, which elicit both dimensional and overall ratings—and how they impact overall ratings. Drawing on the accessibility–diagnosticity framework, we argue that dimensional ratings in MD systems influence overall ratings based on how the dimensions have been rated. We support this explanation with seven experiments. Our results suggest that across various experimental settings, rating objects, dimensions, and numbers of dimensions, overall ratings are systematically influenced by the design of the rating system.
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