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Related Experiment Video

Updated: Jun 11, 2025

Use of a Video Scoring Anchor for Rapid Serial Assessment of Social Communication in Toddlers

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Published on: March 14, 2018

Gender rating gap in online reviews.

Andreas Bayerl¹, Yaniv Dover^2,3, Hila Riemer⁴

¹Erasmus School of Economics, Erasmus University Rotterdam, Rotterdam, the Netherlands. bayerl@ese.eur.nl.

Nature Human Behaviour

|October 7, 2024

Summary

Online reviews show a gender rating gap, with women rating products more favorably than men. This difference stems from women

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Last Updated: Jun 11, 2025

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Area of Science:

Behavioral Economics
Social Psychology
Consumer Behavior

Background:

Online reviews significantly influence consumer decisions.
Potential biases in online review platforms can impact purchasing choices.
Previous research has not fully explored systematic gender differences in online ratings.

Purpose of the Study:

To investigate the existence and nature of a gender rating gap in online reviews.
To identify the underlying psychological mechanisms driving observed gender differences in review behavior.
To understand the societal implications of gendered review patterns.

Main Methods:

Analysis of 1.2 billion online review observations across five major platforms.
Conducting two controlled laboratory studies with US English-speaking participants (n=1,172 and n=1,165).
Comparing mean rating scores between male and female reviewers.

Main Results:

A consistent and statistically significant gender rating gap was identified: women's average online ratings are more favorable than men's.
No significant difference was found in 'real' attitudes between genders on average.
Lab studies indicated that women exhibit a lower propensity to share negative attitudes online, potentially due to social concerns.

Conclusions:

Gender significantly impacts online review ratings, independent of underlying attitudes.
Women's greater concern for social consequences may lead to more favorable online reviews.
Societal changes are needed to encourage comfortable and genuine expression of dissatisfaction by all individuals, especially women.