The Scale Effect: How Rating Scales Affect Product Evaluation

How do people aggregate ratings from review websites that rely on different scales (e.g., 5, 10 or 100-point) to inform their purchase decisions? Eight studies (N = 2,942) provide consistent evidence for a ‘scale effect:’ ratings expressed on larger scales (vs. smaller scales) have a stronger effect on product evaluations.


Rahil Hosseini and Gael Le Mens (2021) ,"The Scale Effect: How Rating Scales Affect Product Evaluation", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 399-399.


Rahil Hosseini, Universitat Pompeu Fabra
Gael Le Mens, Universitat Pompeu Fabra


NA - Advances in Consumer Research Volume 49 | 2021

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