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Netflix.com uses star ratings, Digg.com uses up/down votes and Facebook uses a "like" but not a "dislike" button. Despite the popularity and diversity of these rating scales, research offers little guidance for designers choosing between them. This paper compares four different rating scales: unary ("like it"), binary (thumbs up / thumbs down), five-star, and a 100-point slider. Our analysis draws upon 12,847 movie and product review ratings collected from 348 users through an online survey. Wedoi:10.1145/2043932.2043961 dblp:conf/recsys/SparlingS11 fatcat:bypnroot75awbk6a72ql5nteau