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A Little Review

A Little Review. Matt Wieber. Gilbert Haury. Influe nce. 65% purch asers pick a brand they weren't originally considering 80% conce rned about authenticity 51% conce rned review was "planted" by manufacturer 31% of rev iews need to be negative before doubting the quality of product

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A Little Review

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  1. A Little Review Matt Wieber Gilbert Haury

  2. Influence • 65% purchasers pick a brand they weren't originally considering • 80% concerned about authenticity • 51% concerned review was "planted" by manufacturer • 31% of reviews need to be negative before doubting the quality of product • 11 reviews are read before deciding

  3. Credibility • More faith inconsumer reviews than professional critics • 84% trusted Amazon.com reviews vs. 72% for Consumer Reports! • Are professional critics getting free stuff to evaluate? • Most influential and credible: those that seem fair and reasonable, are well-written and contain statistics, have specifications and technical data. • Consumers trust reviews on Amazon and best Buy more than Consumer Reports even though Amazon and best Buy sell electronics • Consumer reports costs money

  4. Lowe’s Ad • Lowes chose to include a solid but less-than-amazing (4 out of 5) rating from their website review system. • A mere 23 reviews shape this opinion in a circular with a production quantity that may have run in the millions • It was the only rated product in ad Why do you think they did this?

  5. Star WarsGoPicnic Video Reviews

  6. Class Discussion • How many people do thorough research before they buy something online? • Who has read through online product reviews to help make a purchasing decision? • Have online product reviews persuaded your purchasing decision to either buy or not buy or choose something else based on read reviews? • Any other comments/questions??

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