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When the Stars Shine Too Bright: The Influence of Multidimensional Ratings on Online Consumer Ratings

Author

Listed:
  • Christoph Schneider

    (IESE Business School, University of Navarra, 08034 Barcelona, Spain)

  • Markus Weinmann

    (Rotterdam School of Management, Erasmus University, 3062 PA Rotterdam, Netherlands;)

  • Peter N.C. Mohr

    (Freie Universität Berlin, 14195 Berlin, Germany; WZB Berlin Social Science Center, 10785 Berlin, Germany)

  • Jan vom Brocke

    (University of Liechtenstein, 9490 Vaduz, Liechtenstein)

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.

Suggested Citation

  • Christoph Schneider & Markus Weinmann & Peter N.C. Mohr & Jan vom Brocke, 2021. "When the Stars Shine Too Bright: The Influence of Multidimensional Ratings on Online Consumer Ratings," Management Science, INFORMS, vol. 67(6), pages 3871-3898, June.
    • Handle: RePEc:inm:ormnsc:v:67:y:2021:i:6:p:3871-3898
    DOI: 10.1287/mnsc.2020.3654
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    References listed on IDEAS

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    1. Christof Naumzik & Stefan Feuerriegel & Markus Weinmann, 2022. "I Will Survive: Predicting Business Failures from Customer Ratings," Marketing Science, INFORMS, vol. 41(1), pages 188-207, January.

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