The Glasers
  • Courses
    • All Courses
    • BreakThrough Conflict
    • Hardwiring Teamwork
    • Persuasion & Influence
  • Ways to Learn
    • All Learning Options
    • Hybrid Learning System
    • Self-paced video
    • Live Virtual
    • In-Person Seminar
  • Trainer Training
  • Testimonials
    • Testimonials on Virtual Learning
    • Written Testimonials
  • About the Glasers
    • About the Glasers
    • Communication Capsule Blog
    • Published Research
    • Learning Products
  • Contact

The Truth about Negative Online Reviews

7/24/2018

2 Comments

 
Picture
These days, everyone’s a critic! And research suggests we’re more likely to give credence to negative reviews than positive ones. (Tweet it!) But just how credible are those one-star slams?
 
Online buyers, trip planners, moviegoers…we all use online reviews to help us choose. In fact, the Pew Research Center found that 82 percent of American adults say they sometimes or always read online reviews for new purchases. But while more than two-thirds of regular review readers believe they’re “generally accurate,” marketing data indicate that negative reviews in particular dramatically influence our buying behaviors. And research on the biases and demographics of online reviewers suggests our faith in reviews is misguided.
 
Consumers, wary of “fake” 5-star reviews, value negative ones as a “window into what could go wrong,” writes Caroline Beaton in The New York Times. But the credibility of all reviews — even real ones — is questionable. A 2016 study published in The Journal of Consumer Research looked at whether online reviews reflected objective quality as rated by Consumer Reports. The researchers found very little correlation. Reviews are subjective, circumstantial, emotional and written by a tiny subset of the population (1.5 percent).
 
Reviews can be helpful, of course, but it's wisest to look at those closest to the median. Also pay heed to facts rather than impressions. Finally, look for thorough reviews whose authors seem driven by a genuine desire to help.

 
Have you ever written a negative review—and under what circumstances? Do you tend to read and heed negative reviews over positive ones? To join the conversation, click "comments" above.
 
If you would like to read more about creating a habit around masterful communication, check out our book: Be Quiet, Be Heard: The Paradox of Persuasion

2 Comments
Bobbi L Kamil link
7/24/2018 04:28:41 pm

Although my husband always checks online reviews, I rarely do and for just the reasons you suggest. I'll look for comparisons between products, when they are from what, I hope, are independant groups. I'll also read a menu or check how busy a restaurant seems to be by checking it out on a different day. But it would really be nice if one could really trust online reviews...

Reply
Peter
7/26/2018 12:08:54 pm

Yes, it would be nice if we could trust online reviews and yet, based on the data, we have become increasingly wary. What to do? We tend to put more weight in average (numerical) responses rather than specific comments. There certainly is no exact science in this realm but some data is better than flying blind.Thanks for sharing your insights with our community, Bobbi.

Reply

Your comment will be posted after it is approved.


Leave a Reply.

    RSS Feed

    Archives

    March 2023
    February 2023
    January 2023
    December 2022
    November 2022
    October 2022
    September 2022
    August 2022
    July 2022
    June 2022
    May 2022
    April 2022
    March 2022
    February 2022
    January 2022
    December 2021
    November 2021
    October 2021
    September 2021
    August 2021
    July 2021
    June 2021
    May 2021
    April 2021
    March 2021
    February 2021
    January 2021
    December 2020
    November 2020
    October 2020
    September 2020
    August 2020
    July 2020
    June 2020
    May 2020
    April 2020
    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    June 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    November 2015
    October 2015
    September 2015
    August 2015
    July 2015
    June 2015
    May 2015
    April 2015
    March 2015
    February 2015
    January 2015
    December 2014
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    June 2014
    May 2014
    April 2014
    March 2014
    February 2014
    January 2014
    December 2013
    November 2013
    October 2013

    Categories

    All
    BreakThrough Conflict
    Children & Young Adult
    Communication
    Community Of Practice
    Hardwiring Teamwork
    Leadership
    Persuasion And Influence

Communication Capsule Blog
Published Research
Press/Media Resources
Organizational Culture Survey
III Survey
Resources
CoreSkills
Glaser & Associates, Inc.
Executive Offices
1740 Craigmont Avenue, Eugene, OR 97405
541-343-7575 | 800-980-0321
info@theglasers.com
Privacy Policy | Terms & Conditions
© 2019 Glaser & Associates.  All Rights Reserved.
  • Courses
    • All Courses
    • BreakThrough Conflict
    • Hardwiring Teamwork
    • Persuasion & Influence
  • Ways to Learn
    • All Learning Options
    • Hybrid Learning System
    • Self-paced video
    • Live Virtual
    • In-Person Seminar
  • Trainer Training
  • Testimonials
    • Testimonials on Virtual Learning
    • Written Testimonials
  • About the Glasers
    • About the Glasers
    • Communication Capsule Blog
    • Published Research
    • Learning Products
  • Contact