Study finds use of anger in online reviews simultaneously unhelpful but influential in purchase decisions

E-commerce shopping has risen sharply over the last decade, and most consumers are now reading product reviews prior to making their purchase decisions. Sites like Amazon use reviews to instill shopper confidence and boost product sales, and they often highlight specific reviews that are considered especially helpful. “Top reviews” and “helpful reviews” have become very popular labels on these online review sites. A common belief is that the more “helpful” an online review, the greater its influence will be on a shopper’s decision to purchase a product.

This post was originally published on this site

The Owl Picks