Originating in ancient Greece, the concept of “collective choice” has been a cornerstone of democratic processes, involving group decisions on critical matters. Although the subjects of these choices have evolved over time, the essence of competition with peers remains unchanged. This principle of collective choice encompasses three primary systems: selection, opinion-based, and comparative methods.
Let us delve into the third system, comparisons, and their role in shaping online reviews and ratings. [Insert image: online-reviews.jpg]
Online choice is fundamentally based on a simple principle: which product, A, is superior to product B, or C, D, E, and so on. When individuals are allowed to express their opinions alongside their peers, a comparative system is established.
The popularity or decline of a product is largely determined by user judgment. Why, then, do almost all product pages, movie reviews, and e-commerce platforms utilize a five-star rating system? Before we uncover the answer, let’s examine other rating systems encountered online.
Firstly, there is the binary choice system, featuring a simple yes or no rating. This is commonly found on platforms like Reddit, Quora, and comment sections of websites. Recently, YouTube transitioned from its previous scale to a like or dislike system.
While this method can gather basic opinions, it lacks the depth needed for informed decisions. YouTube’s switch to the like or dislike system was driven by data, as the five-star rating system, while visually appealing, resulted in almost every video receiving a five-star rating. This system proved ineffective for expressing likes or dislikes, making the like or dislike system a more logical choice.
Next is the three-star rating system, which has been widely used by eBay for years but recently replaced with a different system. The three-star system allows users to select negative, neutral, or positive ratings. However, negative feedback on eBay was rare, often ignored due to its low percentage. This led to a fear among buyers and sellers that leaving negative feedback could result in retaliation, creating a cycle of negative feedback. As a result, most users left positive feedback or none at all, with neutral feedback scattered among the positives but playing no significant role in the eBay score.
Recapping the reasons for the failure of the three-star rating system: non-granular options (positive, negative, or neutral), a bilateral system where buyers and sellers feared leaving negative feedback, and a lack of meaningful definitions for positive or negative feedback. The four-star system is not worth discussing, as it is rarely used and leaves no room for neutrality, other than leaving no feedback.
This brings us to the widely used five-star rating system, found on nearly every major e-commerce platform such as BestBuy, Wal-Mart, Amazon, Newegg, and more. The five-star rating system provides users with a lot of freedom without complication, allowing feedback on a scale of zero to five. With zero representing a lack of participation, the scale is mentally categorized as really bad, bad, neutral, good, and great, enabling users to easily assign distinct labels to each star.
Unlike previous systems, the five-star rating system is granular enough to convey an understanding of the quality of a product without overwhelming users with choices. Simplicity prevails in user participation, allowing online shoppers to quickly and easily determine if a product is suitable for them. Another advantage is familiarity.
Before the Internet and in the early days of the web, critics reviewed books, movies, television shows, and products, often found in newspapers or trade magazines. Most of these reviews were based on a five-star scale, providing today’s users with a sense of comfort and ease when using the scale or rating something themselves.
Many sites are leveraging the five-star review system and expanding on it. Amazon is a prime example with user-written reviews complementing their ratings. Newegg also excels at providing written reviews alongside ratings, offering a deeper insight into a product.
Extending beyond five stars to a six or higher scale is akin to the general grading principle. The general grading principle states that a more granulated scale allows for deeper insights but is more challenging for those leaving feedback to choose a number, potentially leading to fewer reviews and a smaller collection of data to create solid feedback.
As the ancient Greeks once did, use the knowledge of your peers to make decisions. If you own a business looking to implement a rating system, start with a five-star review. Your products will be evaluated quickly and with detail.
Of course, you can experiment and find what works best, but why not start with a proven method? As a shopper, continue to leave feedback and don’t be afraid to be the bad guy sometimes. Your experiences can help shape the decisions of people around the world.
