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designer bags cyber mondayShould retailers ditch five-star ratings?
Mar 27, 2017
Five-star online ratings for reviews are common across retail (Amazon, Macy's, Walmart, etc.), but Netflix believes the system is too complicated and biased.
The video streaming service is swapping its star system for a binary "thumbs up, thumbs down" one. The ratings are used to make personalized recommendations.
Behaving like critics, users tended to rate the quality of a film rather than basing it on their enjoyment. For instance, documentaries would often receive five stars and low-brow comedies three stars, but users watched comedies much more often.
"What's more powerful: you telling me you would give five stars to the documentary about unrest in the Ukraine; that you'd give three stars to the latest Adam Sandler movie; or that you'd watch the Adam Sandler movie 10 times more frequently?" said Mr. Yellin.
YouTube switched from a five-stars to a like/dislike system in 2010 citing that users had overwhelmingly been rating videos five stars. The next most common was one star. Two, three and four were rarely chosen.
On Macy's website, reviewers often provide their age range, gender, location, how frequently they purchase at Macy's, a description of their style and the occasion they bought the product for.
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