Cognitive anchoring of color cues on online review ratings

Document Type

Conference Proceeding

Publication Date

1-1-2017

Abstract

Online review systems (ORS) such as TripAdvisor or Yelp collect numeric evaluations from reviewers using interval scales. However, the UI of interval scales differ remarkably across ORS, even though prior research suggests that design cues of the interval scale can bias individual’s interpretation of the scale and thus the numeric evaluations. The impact of the UI on numeric evaluations is particularly relevant in the ORS domain since there is a tight correlation between reviews’ ratings and profits. In this research-in-progress, we outline the theoretical foundation for investigating the cognitive impact of color cues in the interpretation of interval scales, and the possible distortions of numeric evaluations they could lead to.

Publication Source (Journal or Book title)

Amcis 2017 America S Conference on Information Systems A Tradition of Innovation

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