The Mode Heuristic in Service Consumers’ Interpretations of Online Rating Distributions

In this article, the authors demonstrate a tendency among consumers to use the arithmetic mode as a heuristic basis when drawing inferences from graphical displays of online rating distributions in such a way that service evaluations inferred from rating distributions systematically vary by the location of the mode. The rationale underlying this phenomenon is that the mode (i.e., the most frequent rating which is represented by the tallest bar...