On a Scale of 1 to 5: Understanding Risk Improves Rating and Reputation Systems
http://www.boxesandarrows.com/view/on-a-scale-of-1-to-5

Kirtland, Alex
Boxes and Arrows
2008

Abstract:

Where would we be without rating and reputation systems these days? Take them away, and we wouldn’t know who to trust on eBay, what movies to pick on Netflix, or what books to buy on Amazon. Reputation systems (essentially a rating system for people) also help guide us through the labyrinth of individuals who make up our social web. Is he or she worthwhile to spend my time on? For pity’s sake, please don’t check out our reputation points before deciding whether to read this article.