Research continues to show that most consumers trust online reviews as much or nearly as much as recommendations from family and friends. The data continues to offer insights into what’s driving that trust.
Among the findings:
- Four-star reviews are often better than five: Research from Questrom School of Business and Stanford University found moderately positive reviews can sometimes be more persuasive than “extremely favorable” reviews because the slightly lower reviews stand out. Researchers wrote, “This deviation effect occurs because reviews that deviate from the perceived default are believed to be more thoughtful, and thus accurate, which enhances their persuasive impact.”
