Christoph Schneider
Information systems researcher who showed that a rating system's design shapes the ratings it collects.
Who they are
Schneider and colleagues compared single-dimensional rating systems, which ask only for an overall score, with multidimensional systems that also ask about specific dimensions.
Key papers
Schneider, C. J., Weinmann, M., Mohr, P. N. C., & vom Brocke, J. (2021). When the stars shine too bright: the influence of multidimensional ratings on online consumer ratings. Management Science, 67(6), 3871-3898.
Key ideas
Scholars generally assume consumer ratings reflect consumer satisfaction, and ratings can be influenced by the design of the rating system.
Across seven experiments, dimensional ratings influenced overall ratings depending on how the dimensions had been rated.
The consequence for a shopper: comparing averages across two platforms means comparing outputs of two uncalibrated instruments.
Concepts on this site
Sources
- doi:10.1287/mnsc.2020.3654