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

• Published in: Decision Support Systems Vol. 124; p. 113080
• Main Authors: Willems, Jurgen, Waldner, Carolin J., Ronquillo, John C.
• Format: Journal Article
• Language: English
• Published: Amsterdam Elsevier B.V 01.09.2019; Elsevier Sequoia S.A
• Subjects: Between-subjects design; Decision making; Electronic trading systems; Eye-tracking; Investment advisors; Mutual funds; Online reputation systems; Ratings; Ratings & rankings; Reputations; Star ratings; Substitutes; Technology assessment; Decision-making; Star ratings; Eye-tracking; Online reputation systems
• ISSN: 0167-9236; 1873-5797
• DOI: 10.1016/j.dss.2019.113080

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. •Reputation star ratings increasingly matter for online platform decision making.•An eye-tracking laboratory experiment is conducted to register visual attention.•A between-subjects design is applied.•Participants choose their preferred social profit organization.•Reputation star ratings are consulted complementarily to other available information.