Researchers have discovered that the way low ratings are communicated can significantly impact user experience and behavior. In a series of nine experiments, they found that the way in which negative feedback is delivered can influence how users interact with the platform and their overall satisfaction with the service.
Platform providers usually present ratings information to users in two main ways: incremental rating systems and averaged rating systems. Incremental rating systems provide a detailed view by listing and sometimes offering insights into each individual review score, while averaged rating systems present an overall score that combines all individual ratings.
For platforms using incremental rating systems, users may have a more nuanced understanding of the reviews and may be more likely to trust the ratings. On the other hand, platforms using averaged rating systems may simplify the information for users but could potentially mask important details about individual reviews. Companies should consider these factors when deciding which rating system to implement on their platform.
Overall, companies should understand how users respond to different rating systems in order to make informed decisions about how to best communicate ratings information to their users. This can have a significant impact on user behavior and satisfaction, as well as on the success of the platform as a whole.
