Gender rating gap in online reviews study reveals women are less likely to share negative experiences
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A new study led by Dr. Andreas Bayerl from Erasmus School of Economics, Dr. Yaniv Dover from The Hebrew University, and Prof. Hila Riemer and Prof. Danny Shapira from the Ben-Gurion University of the Negev has identified a significant and consistent gender rating gap in online reviews, revealing that women's average ratings are higher than men's across major platforms such as Amazon, Google, IMDb, TripAdvisor, and Yelp.
The research paper titled "Gender rating gap in online reviews" is published in Nature Human Behaviour.
Relying on the analysis of more than 1.2 billion actual online reviews, supplemented by two controlled lab experiments, this research suggests that gender differences in the willingness to share negative feedback drive this gap.
The findings reveal that, although women and men generally have similar attitudes about products or experiences, women are more hesitant to express negative opinions in online public forums. This reluctance may stem from societal expectations that place greater emphasis on communal and empathetic behavior in women, leading them to avoid backlash or negative evaluations.
The researchers stated "Our findings point to a broader societal issue. Women are less likely to express dissatisfaction in online reviews, not because they are more satisfied, but because they are more concerned about potential social consequences when expressing dissatisfaction."
Key findings from the study include:
- Women's average ratings are higher than men's by approximately 0.1 stars on a 5-point scale. Such a gap is important and impactful for online reviews, especially since small differences in online review scores lead to meaningful changes in ranking, which have significant economic implications.
- Lab experiments found that when dissatisfied, women are less likely than men to post a review, while satisfied women and men submit reviews at similar rates.
- The gender rating gap holds across many contexts, platforms, and geographies, suggesting it is a pervasive issue in online review culture.
The researchers also discuss potential solutions to reduce the bias in online review ratings and call for further research on the topic. Suggestions include encouraging platforms to create more inclusive spaces where women feel comfortable sharing their honest opinions and also considering the option of anonymous reviews.
The researchers note, however, that anonymity can sometimes lead to more toxic environments, so platform managers must balance transparency with inclusiveness.
These findings have significant implications for consumers, businesses, online platforms, and society at large. Given online reviews' critical role in influencing purchasing decisions, the gender rating gap may distort perceptions of products and services. Small rating differences can lead to large shifts in rankings, potentially disadvantaging businesses or creating misinformed consumer choices.
"This research is a call to action for platforms, businesses, and society as a whole," the researchers emphasize. "To ensure fair representation of opinions, we need to address the factors that prevent individuals, particularly women, from sharing their true experiences, especially when they are dissatisfied."
More information: Andreas Bayerl et al, Gender rating gap in online reviews, Nature Human Behaviour (2024). DOI: 10.1038/s41562-024-02003-6
Journal information: Nature Human Behaviour
Provided by Hebrew University of Jerusalem