Can You Trust Online Rating Systems?

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Thumbs up or thumbs down?  Researchers say online recommendation systems can be distorted by a minority of users.

When searching online for a new gadget to buy or a movie to rent, many people pay close attention to the number of stars awarded by customer-reviewers on popular websites. But new research confirms what some may already suspect: those ratings can easily be swayed by a small group of highly active users.

 

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