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.
Wednesday, July 27, 2011
Can You Trust Crowd Wisdom?
Researchers say online recommendation systems can be distorted by a minority of users.
Here's how to pick a movie. You go to IMDb.com and you look up your potential title. Or you go IMDb.com > Movies > Showtimes & Tickets and ask IMDb to sort the movies in your neighborhood by "User Ratings." Either way, you'll get whether thousands of people liked the movie or not.
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