The Influence of Uncertainty Reduction Strategy over Social Network Sites Preference

User reviews are a new source of information in the hospitality and tourism sector. Usually, these contain comments users assessments expressed through ordered qualitative scales. The website Booking.com uses smiley face scale to ask degree satisfaction regarding several aspects accommodations. scoring system assigns numerical values each item scale. However, when perceive different proximities between pairs items an scale, codifications because they may misrepresent original ordinal information. In this paper, we analyze drawbacks limitations manage its purely procedure. This procedure avoids assigning scales it takes into account how items. findings show importance considering understand subjective