Star ratings can mislead shoppers and impact sales, UBC study shows [Video]

If you’re deciding between two products, both rated a 3.5, but one shows the score with stars while the other uses plain numbers, odds are you’ll pick the one with stars.

That’s the key finding from a recent study by the University of B.C. Sauder School of Business, which reveals that consumers consistently overestimate ratings shown as stars and underestimate the same values when shown as numbers.

“Whenever I see a star rating, especially if it’s a fractional one, which leads to incomplete star pictures like 3.5 or 3.7, I take a moment to ask myself, am I being fooled?” said Deepak Sirwani, an assistant professor at UBC and co-author of the study.

When a product rating is shown using stars, a score like 3.5 is typically displayed as three full stars followed by a half-filled fourth star. 

WATCH | How different rating visuals can affect buyer perception: Consumers tend to round up when they use stars to …