Why are bad reviews so destructive? Despite the fact that theyre less trustworthy than most consumers think, consumers continue to base their purchase decisions on them. Pew Research Center found that 82 percent of American adults sometimes or always read online reviews before making new purchases, 65 percent of whom believe theyre generally accurate. Yet a Journal of Consumer Research study found almost no correlation between professional assessments (in this case, Consumer Reports ratings) and online reviews.
Bad reviews are bad news for brands, large or small. But the good news is that companies can prevent them with one simple action they should be taking, anyway: listening to their customers.
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