Interesting paper - negative user reviews more often fake

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Interesting paper - negative user reviews more often fake
5 months ago

So negative user reviews, particularly very low scores, are more often fake, and not written by competitors but by normal people. Unfortunately this can really damage sales of a product, unfairly to the company. The question is why?

They offer three explanations:

1) upset customers, negative prior experience - this is likely rare.

2) self appointed brand managers - when a company introduces a product that customers did not expect, customer wants to send feedback to the store or manufacturer - interesting, and makes sense. When your favorite brand introduces a new line of pet food products, you might want to let them know you're upset.

3) Social status - doing so makes the reviewer feel superior. Reviewer thinks others may view them as more of an expert - very interesting. Also makes sense.

Also users with many reviews are not necessarily more trustworthy.

A few interesting lessons: don't trust user reviews, and don't pay too much attention to negative reviews, they could be fake.

Finally they point out that Amazon has a 'verified purchase' under some reviews which should be much more trustworthy.

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