This page is part of a global project to create a better online reviews system. If you want to know more or give your feedback, write at [email protected] and we’ll grab a beer ;)
Traditionally, each star in the 5-star rating system has a specific meaning:
Example of TripAdvisor’s rating scale
Most of the time, these descriptions aren’t displayed alongside the stars. Even when they are, users often ignore them, relying instead on their personal interpretation of the scale. This results in a positive inflation of each score.
Remember the “The question asked matters” section? The question most people answer is actually: "Did your experience meet your expectations entirely, or were there specific aspects that fell short?" If you give 5 stars, it means the experience was fully satisfactory. Fewer stars indicate varying levels of disappointment.
In theory, that’s how it works. In practice, people often give 5 stars even if they had minor disappointments because 5 stars have become the new 3: “The experience met enough of my expectations.” While some have adapted to this new standard, not everyone has.
The gap between intended meanings and perceived scores is so wide that companies have started educating customers on how to rate ‘fairly.’ For example, on Airbnb, hosts provide guides to encourage guests to rate more favorably:
Taken from an Airbnb property manager’s website
This image taken from a blog translates the sentiment from hosts and guests alike towards star ratings:
Some people reserve 5 stars for exceptional performance and would consider 4 stars as satisfying, respecting the traditional scale used by most websites. However, when reading reviews, other might perceive 4 stars as “somehow not perfect,” rather than “satisfying enough.” This leads to double standards.