University of British Columbia - Star ratings can mislead shoppers and impact sales, UBC study shows

A new study from the UBC Sauder School of Business suggests the way ratings are displayed — using either star icons or numbers — can significantly alter how consumers perceive quality.

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UNIVERSITY OF BRITISH COLUMBIA
Star ratings can mislead shoppers and impact sales, UBC study shows

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UNIVERSITY OF BRITISH COLUMBIAStar ratings can mislead shoppers and impact sales, UBC study shows

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UNIVERSITY OF BRITISH COLUMBIA
Star ratings can mislead shoppers and impact sales, UBC study shows