• Corpus ID: 38710329

Cognitive Anchoring of Color Cues on Online Review Ratings

@inproceedings{Bonaretti2017CognitiveAO,
  title={Cognitive Anchoring of Color Cues on Online Review Ratings},
  author={Dario Bonaretti and Marcin Bartosiak and Gabriele Piccoli},
  booktitle={AMCIS},
  year={2017}
}
Online review systems (ORS) such as TripAdvisor or Yelp collect numeric evaluations from reviewers using interval scales. However, the UI of interval scales differ remarkably across ORS, even though prior research suggests that design cues of the interval scale can bias individual’s interpretation of the scale and thus the numeric evaluations. The impact of the UI on numeric evaluations is particularly relevant in the ORS domain since there is a tight correlation between reviews’ ratings and… 
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