You Don’t Want A 5-Star Review

Brands know that customer reviews play an integral role in consumers’ purchasing decisions, especially online. As such, they work hard to drive the highest ratings they can. And yet, it’s the presence of less-than-five-star reviews that can actually be what drives purchase.

Recent data analysis across 40 product categories looked at the impact of reading reviews on purchases. Northwestern University’s Spiegel Research Center and PowerReviews found that, in moderation, bad reviews actually help boost sales.

In fact, product purchases were most influenced by reviews with an average star rating between 4.2 and 4.5. Products with five-star ratings were less influenced, likely due to today’s skeptical consumers’ “ too good to be true” sensibilities. Having a few…

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