How the way ratings are displayed can impact your trust and expectations
When I look at online reviews, I often find myself scrutinizing the stars or the numbers, feeling a little tug of anticipation or skepticism. Sometimes, a 4.5-star rating looks brighter, almost more promising than a plain numeral “4.8,” but I notice my perception shifts depending on how the information is presented. That subtle difference in how ratings are displayed can influence not just my impression but also how I decide to trust a product or service.
Our minds are wired to interpret visual cues quickly. A string of stars feels intuitive, a quick snapshot of quality, but research shows that we tend to overestimate fractional star ratings—believing a 4.3-star review is closer to a perfect 4.5—and underestimate fractional numerals, thinking “4.8” is less than it really is. This perceptual bias can lead consumers to overvalue or undervalue offerings based solely on how ratings are formatted, which can have real consequences for both buyers and sellers.
Why do star ratings feel more generous than they really are?
Imagine you’re browsing a new coffee maker online. You see a 4.3-star rating, which seems quite high, but your mind might interpret that as nearly perfect. That’s because our brains are naturally inclined to fill in the gaps, especially when visual cues like stars are involved. The fractional part—say, the 3 in 4.3—gets overestimated to feel more like a 4.5 or 4.6. It’s as if the visual shorthand of stars tricks us into believing the product is closer to excellent than it truly is.
On the flip side, when ratings are given as numerals, like “4.8,” consumers tend to underestimate them—thinking it’s closer to a 4.7 or even 4.6. The precise decimal can seem less impressive than a string of stars, even though the number shows a higher score. So, a company offering a product with a high fractional rating might inadvertently appear less appealing if the numeral format makes people undervalue its quality.
This perceptual bias influences purchasing behavior, often leading consumers to think a product is better or worse than it actually is, based solely on the rating format. For businesses, this means that how they present their ratings can shape customer expectations in subtle but impactful ways. Overestimating star ratings might lead a company to promise more than they can deliver, risking customer disappointment. Meanwhile, undervaluing numeral ratings could hold back a product’s success, even when quality is high.
Understanding how rating formats shape consumer perception
It’s essential to recognize that the way ratings are displayed isn’t just a matter of style—it’s a cognitive shortcut that influences trust and decision-making. As consumers, being aware of these biases can help us make more balanced choices. Instead of relying solely on the visual impression of stars, taking a moment to consider the actual numerical ratings might prevent us from overestimating or underestimating a product’s quality.
For businesses, this insight offers a chance to refine how they showcase customer feedback. Presenting ratings in a way that aligns with true consumer perception can help set realistic expectations, fostering trust and satisfaction. Whether emphasizing the exact numerical score or balancing it with star ratings, understanding these perceptual biases can lead to more honest communication and better customer experiences.
Ultimately, the subtle art of displaying ratings reveals how our perceptions can be shaped by simple visual cues. Recognizing this influence empowers us to navigate online reviews more consciously, leading to more authentic choices and healthier expectations in our digital marketplace.
Learn More: How rating formats change consumer behavior
Abstract: Researchers found that consumers tend to overestimate fractional star ratings and underestimate fractional numerals. In either case, the ratings can be misleading, potentially causing a company to unknowingly overpromise and underdeliver — or sell its own product short.
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Dr. David Lowemann, M.Sc, Ph.D., is a co-founder of the Institute for the Future of Human Potential, where he leads the charge in pioneering Self-Enhancement Science for the Success of Society. With a keen interest in exploring the untapped potential of the human mind, Dr. Lowemann has dedicated his career to pushing the boundaries of human capabilities and understanding.
Armed with a Master of Science degree and a Ph.D. in his field, Dr. Lowemann has consistently been at the forefront of research and innovation, delving into ways to optimize human performance, cognition, and overall well-being. His work at the Institute revolves around a profound commitment to harnessing cutting-edge science and technology to help individuals lead more fulfilling and intelligent lives.
Dr. Lowemann’s influence extends to the educational platform BetterSmarter.me, where he shares his insights, findings, and personal development strategies with a broader audience. His ongoing mission is shaping the way we perceive and leverage the vast capacities of the human mind, offering invaluable contributions to society’s overall success and collective well-being.
