Bias-Aware Design for Informed Decisions: Raising Awareness of Self-Selection Bias in User Ratings and Reviews
Qian Zhu, Leo Yu-Ho Lo, Meng Xia, Zixin Chen, Xiaojuan Ma

TL;DR
This paper introduces a bias-aware visual design to increase awareness of self-selection bias in user reviews, improving decision-making satisfaction through transparency of review details.
Contribution
It proposes a novel visual design to make three key aspects of user reviews transparent, enhancing bias awareness and decision confidence.
Findings
Bias-aware design significantly increases bias awareness.
Enhanced transparency improves user satisfaction with decisions.
Design implications for better review information presentation.
Abstract
People often take user ratings and reviews into consideration when shopping for products or services online. However, such user-generated data contains self-selection bias that could affect people decisions and it is hard to resolve this issue completely by algorithms. In this work, we propose to raise the awareness of the self-selection bias by making three types of information concerning user ratings and reviews transparent. We distill these three pieces of information (reviewers experience, the extremity of emotion, and reported aspects) from the definition of self-selection bias and exploration of related literature. We further conduct an online survey to assess the perceptions of the usefulness of such information and identify the exact facets people care about in their decision process. Then, we propose a visual design to make such details behind user reviews transparent and…
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