Online review systems (ORS) adopt different UIs for collecting reviews. However, prior research suggests that these inconsistencies are non trivial. Design cues of the interval scale can influence individual’s interpretation of the scale and thus numeric evaluations. In fact, the design of anchor cues on interval scales varies widely among ORS by number of intervals, color-design, shape and labels. This research-in-progress investigates the cognitive impact of color cues in interpreting interval scales. Our preliminary results suggest that color cues – because of their emotional value – might in fact influence numeric evaluations. Distorted numeric evaluations are problematic for assessing the true quality of the business, whether from perspective customers or for self-assessment.
Bonaretti, Dario; Bartosiak, Marcin; and Piccoli, Gabriele, "Anchor Contraction Effect in Interface Design: The Impact of Color Cues on Online Review Rating" (2016). SIGHCI 2016 Proceedings. 11.