Consumers Perceive That Whole-Number Average Ratings Reflect Less Variable Distributions

Consumers perceive less dispersion in the distributions of whole-number average ratings (e.g., 4) compared to those of non-whole-number average ratings (e.g., 4.10)—even when this is statistically unlikely. This effect is a product of the representativeness heuristic and drives consumer choice because consumers frequently prefer products with less variability.


Christopher Bechler, Jonathan Levav, and Joshua I Morris (2019) ,"Consumers Perceive That Whole-Number Average Ratings Reflect Less Variable Distributions", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 222-226.


Christopher Bechler, Stanford University, USA
Jonathan Levav, Stanford University, USA
Joshua I Morris, Stanford University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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