Is The Trust We Place In Online User Reviews Warranted?
Read my insights from Bart de Langhe, Phil Fernbach, and Donald R. Lichtenstein’s article from the Harvard Business Review on online user ratings as a source for product quality information.
- Consumers are increasingly turning to online user ratings and reviews to make sensible and validated decisions on purchases
- But there are issues associated with these ratings systems that suggest our trust is misplaced—”assuming they are even authentic”
- We only see reviews from a select portion of consumers; not a fair cross-section of buyers
- The reviews are not necessarily from purchasers of the product itself, and the evaluation method itself is completely unscientific; it is heavily biased
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