Seeing Stars: How the Binary Bias Distorts the Interpretation of Customer Ratings

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This paper is in press at the Journal of Consumer Research (2/27/18). Analysis Scripts, Data Files, Stimuli & Materials, Appendices and Supplements Abstract Across many different contexts, individuals consult customer ratings to inform their purchase decisions. The present studies document a novel phenomenon, dubbed ‘the binary bias,’ which plays an important role in how individuals evaluate c...

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