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Do five-star ratings systems have a 'positivity' problem? "This research demonstrates a 'positivity problem': Most reviews are positive. In this 'sea of positivity,' how do people distinguish products," Derek D. Rucker, the Sandy & Morton Goldman professor of entrepreneurial studies in marketing at Kellogg and co-author of the study, said in a statement. Instead, the "emotionality" of reviews was found to provide a better read into the value of a business. As part of the study, the researchers used computational linguistics to assess the language used in reviews of books, restaurants and movies. For instance, a positive and highly emotional review for a restaurant might read: "I love this restaurant, it is absolutely wonderful." In contrast, a positive, but less emotional review might read: "This restaurant is excellent, dinner was flawless." Overly-positive online reviews have been called out before as a flaw in the five-star rating system. Part of the problem is that only customers who have had particularly good or bad experiences tend to write reviews. Fake or manipulated reviews also distort the star system. One solution, according to an article from the Harvard Business Review from 2019, is showing users the average score for all businesses in the relevant category (e.g., Amazon, toys). Reviewers who tend to not always give the same or similar score could also be given more weight in ratings. BrightLocal's "Local Consumer Review Survey 2020" found the star rating to be the most important factor consumers cared about when choosing a local business, cited by 84 percent. However, close behind were legitimacy, 81 percent; recency, 80 percent; sentiment, 79 percent; and quantity, 79 percent. DISCUSSION QUESTIONS: Can five-star rating systems be reimagined to become more granular and beneficial to consumers? Can other factors (i.e., legitimacy, recency, sentiment, quantity, length/detail) be incorporated into ratings? How do you use online reviews? Please practice The RetailWire Golden Rule when submitting your comments. faux saint laurent bag