Interesting paper - negative user reviews more often fake

Started Feb 8, 2014 | Discussions thread
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Interesting paper - negative user reviews more often fake
Feb 8, 2014

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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