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Why sites like Yelp and Glassdoor should reward people who leave reviews

Most shoppers take online reviews into account when they’re deciding what to spend their money on — but those reviews aren’t the most reliable way to gauge a product’s quality.

There could be a relatively simple solution to that problem: Money. Paying reviewers resulted in less biased online reviews, according to a working paper distributed by the National Bureau of Economic Research and written by researchers from the University of Pennsylvania and job review site Glassdoor.

The researchers based their findings on data from Glassdoor and an experiment they performed on Amazon’s AMZN, +0.92% Mechnical Turk, a crowd-sourcing marketplace where people are paid to perform simple tasks that computers aren’t capable of, such as taking surveys or transcribing audio clips.

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