John Balla

The Impact of Negative Reviews on Purchase Decisions

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SRS1
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Master Analyst
Re: Yes.
SRS1   12/12/2013 2:25:06 PM
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I agree with what you said about not seeing the Will Smith movie because it got an %11 on rotten tomatoes. But what if your a big fan of Will Smith? Wouldn't having a star actor as the main lead still draw in their fans? 

Ariella
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Blogger
Re: just stars?
Ariella   12/6/2013 11:27:38 AM
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Thanks @Kelly. You know, I never thought that they may get it backwards, but perhaps that's the case for some people who write something good but have one star or have 5 stars and a pretty negative review. Occasionally though, they are really responding to two different things. They are sometimes unhappy about the product but happy about the way the seller handled the return, etc. That kind of thing only can come across in the text, which is another reason why I prefer written reviews.

Kelly A. McGuire
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Blogger
Re: just stars?
Kelly A. McGuire   12/6/2013 11:19:45 AM
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Hello Ariella,

We tested both the "star" ratings and the text reviews.  The reviews had the most powerful relationship with quality, value and choice.  Our participants felt the same way you do about the unreliability of a rating, so they prefered to hear from reviewers in their own words.  And I have also seen inconsistency between the reviews and the ratings - which leads me to suspect that things like what you suggest below happen - default settings or also people not understanding that 1 is bad and 5 is good, so they get it backward!

Kelly

Ariella
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Blogger
Re: just stars?
Ariella   12/4/2013 8:59:40 AM
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Did the study look into different reactions to reviews that are limited to rankings and those that include the reviewer's take in words? I respond a lot more to the latter than to the former. In fact, I sometimes find that the number of stars don't match up with the description. Sometimes the person gives something 5 stars while the description shows it really doesn't merit it. I think sometimes that may be because the system's default sets up the number of stars, and the reviewer doesn't change it.

CandidoNick
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Data Doctor
Yes.
CandidoNick   12/4/2013 1:25:11 AM
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This is absolutely the case. I agree with all four points. Especially in this day and age, reviews of any product or service practically dictate sales.

"Want to see that new Will Smith movie?"
"Well, it got an 11% on Rotten Tomatoes, so NO."

Replace "Will Smith movie" and "Rotten Tomatoes" with a product and a critic respectively, and you'll see you can find endless combinations.

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