Did you know 3.5 stars is less impressive than a visual representation of 3 and a half stars (
Researchers have revealed this is because two forces are at play:
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Visual completion effect - our visual processing system instinctively fills in the rest of the star.
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Left digit effect - the numerical ratings are anchored to the left digit, a smaller number.
This is another example of how small changes in how we communicate, rather than what, can influence behaviour.
Imagine the opportunities youβre sitting on in your business just because you didnβt know?
Ref: Sirwani, D., Kumar, S., & Thomas, M. (2025). EXPRESS: Overestimating Stars, Underestimating Numbers: The Hidden Impact of Rating Formats. Journal of Marketing Research, 0(ja).
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