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You’re reading online product reviews all wrong

When it comes to reviews of products on online shopping sites, more does not necessarily mean better — but consumers often mistakenly assume it does.

Most shoppers favor a product that has a higher number of reviews, even if it has a lower rating than a competing product with fewer reviews, a study published last week in the journal Psychological Science found. However, a product with a low rating but a high number of reviewers is more likely to be of poor quality than a product with a low rating and fewer reviews, according to the study authors. Shoppers tend to believe the opposite — a classic example of how we make shopping decisions emotionally, not logically, said Michael Parrish Dudell, chief strategy officer at CouponFollow.

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