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Research: What Consumers Find Persuasive in Online Reviews

Summary by hbr.org

Most people report that online reviews are one of the main factors they consider before making a purchase. Unsurprisingly, many companies have attempted to harness reviews’ persuasive power by highlighting those they believe will be most compelling to customers. But what do customers find persuasive in a review? Researchers analyzed 111,728 purchase reviews and conducted experiments with over 2,000 participants to answer that question. Their fin…

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Research: What Consumers Find Persuasive in Online Reviews

Most people report that online reviews are one of the main factors they consider before making a purchase. Unsurprisingly, many companies have attempted to harness reviews’ persuasive power by highlighting those they believe will be most compelling to customers. But what do customers find persuasive in a review? Researchers analyzed 111,728 purchase reviews and conducted experiments with over 2,000 participants to answer that question. Their fin…

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hbr.org broke the news in 4 days ago on Tuesday, February 18, 2025.

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