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Does a five-star online review mean a product is really good?
How did we get here? This trend started with eBay in the late 1990s, says Paul A. Pavlou, Ph.D., professor of management information systems and marketing at Temple University's Fox School of Business in Philadelphia. Review options then were "positive," "neutral" or "negative," and neutral ratings soon became perceived as negative. When reviews transitioned to the five-star system we now see across the Internet, consumers equated five stars with "positive," using it for acceptable - not necessarily outstanding - services and products. Does a five-star online review mean a product is really good?
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