The influence of rating scale formats on customer evaluation and perceived review helpfulness: empirical evidence from field and experimental studies

Article

Kim, J.M., Jun, M. and Han, J. 2026. The influence of rating scale formats on customer evaluation and perceived review helpfulness: empirical evidence from field and experimental studies. Marketing Intelligence & Planning. 44 (1), pp. 61-79. https://doi.org/10.1108/mip-04-2024-0270
TypeArticle
TitleThe influence of rating scale formats on customer evaluation and perceived review helpfulness: empirical evidence from field and experimental studies
AuthorsKim, J.M., Jun, M. and Han, J.
Abstract

Purpose
This study explores the relationship between different rating scale formats (a five-point scale and a ten-point scale) used to evaluate hotel experiences and their effects on systematic differences in review ratings and perceived review helpfulness.

Design/methodology/approach
We conducted field research and two experimental studies to test our proposed hypotheses. In the field research, we examined how different rating scales relate to systematic differences in the distribution of review ratings by analyzing online reviews from Expedia.com (a five-point rating format) and Booking.com (a ten-point rating format). The results of Experiment 1 confirmed the systematic differences. In Experiment 2, we examined how the different rating scales systematically affect perceptions of review helpfulness and the mediating effects of perceived review credibility.

Findings
We found that a five-point rating scale had a relatively high ratio of extremely positive and negative review ratings than a ten-point rating scale, which was confirmed in a follow-up experimental study. Our additional experimental study shows that ratings made on a ten-point rating scale were perceived as more helpful than those on a five-point scale, an effect mediated by the perceived credibility of the ratings.

Originality/value
This study is among the first to demonstrate the systematic effects of various review rating systems on review ratings and their perceived helpfulness. Our findings highlight the important role that rating scale formats play in consumer evaluations and the perceived helpfulness of online reviews.

Sustainable Development Goals9 Industry, innovation and infrastructure
Middlesex University ThemeCreativity, Culture & Enterprise
PublisherEmerald Publishing Limited
JournalMarketing Intelligence & Planning
ISSN0263-4503
Electronic1758-8049
Publication dates
Online27 May 2025
Print08 Jan 2026
Publication process dates
Submitted18 Apr 2024
Accepted16 Apr 2025
Deposited16 Jul 2025
Output statusPublished
Accepted author manuscript
License
File Access Level
Open
Copyright Statement

This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please visit Marketplace: https://marketplace.copyright.com/rs-ui-web/mp

Digital Object Identifier (DOI)https://doi.org/10.1108/mip-04-2024-0270
Web of Science identifierWOS:001493490600001
LanguageEnglish
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