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The Conversation

Deepak Sirwani, Assistant Professor, UBC Sauder School of Business, University of British Columbia

A small difference in how ratings are displayed can unintentionally mislead consumers

Amazon Uber Eats Yelp

Ratings have become as crucial to purchasing decisions as factors like price, brand reputation or recommendations from family and friends (Shutterstock)

Ratings are ubiquitous in today’s digital world. Platforms like Amazon, Yelp and Uber Eats bombard users with stars, numbers and symbols that can heavily influence consumer decision-making.

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