‘Consumers View 5-Star Reviews as Too Good to Be True’ – ‘Entrepreneur’ Blog
Catherine Clifford says, “As the cliche goes, perfect is the enemy of the good.
While business owners may obsess over each and every user review of their company’s products or services, desperate for the perfect five-star rating, a new study shows that consumers are most attracted to products with an average rating of between 4.2 and 4.5.
That’s because consumers are skeptical of perfect ratings, according to the study from Northwestern University’s Spiegel Research Center. Consumers see a perfect user review and assume that it’s “too good to be true,” says the report.
“As counterintuitive as it may seem, negative reviews have a positive impact because they help establish trust and authenticity,” the report says. “Consumers understand that a product can’t be all things to all people, and they appreciate negative reviews as an important element in their decision-making process.” More than 80 percent of consumers actually look for a negative review in their research, according to the report“.
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