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Consumer Reviews Influence: The Power of Authenticity and Credibility

Discover the impact of consumer reviews on purchasing decisions, credibility, and influence over professional critics. Learn why consumers trust authenticity and credibility in reviews over other sources.

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Consumer Reviews Influence: The Power of Authenticity and Credibility

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Presentation Transcript

  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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