A Little Review

Gilbert Haury

Matt Wieber

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

Credibility• More faith in consumer reviews than professional critics

o 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

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?

VIDEO REVIEWS

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• 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??

Class Discussion