New study investigates online reviews - makes surprising discoveries
Online product reviews are a huge part of our lives these days, and often, they're the nearest thing we get to a 'hands on experience' before we buy something. Extremely positive or negative reviews can greatly alter the perception of a product in the mind of an undecided customer.
So how do we know that the reviews we're reading are honest? The authors of an MIT study entitled 'Deceptive Reviews: The Influential Tail' have looked at several sites which feature customer reviews, including Amazon, but focused on an unnamed private label apparel retailer. Crucially, this unnamed retailer does not link reviews to a purchase of that item - i.e., you can write a review of something even if you didn't buy it.
What they found is that 'approximately 5% of the product reviews are written by customers for whom there is no record they have purchased the item. These reviews are significantly more negative on average than the other 95% of the reviews for which there is a record that the customer previously purchased the item'.
It's no surprise that positive reviews lead to higher sales, but according to the study, negative reviews have a much more profound negative effect.
|Online customer reviews have a huge impact on our perceptions of products, and can make a real difference to sales for an online retailer like Amazon.|
In simple terms, if you're considering buying something which has ten five star ratings and a single one star rating, that single negative review could make you move the cursor away from 'buy now'. And if the review was dishonest, then you, and the online retailer, just lost out.
The research team looked at the questionable 5% of reviews, and analyzed various characteristics including the length of the reviews, the content and the language and grammar that was used.
They found that fraudulent reviews 'tend to be longer [and are] more likely to contain details unrelated to the product'. The researchers also noticed that they were more likely to contain odd grammatical quirks like a prevalence of shorter words, and unnecessary multiple exclamation points.
Perhaps most interesting though, is where the team thinks these deceptive reviews came from. Their research suggests that they do not originate from a small band of 'rogue reviewers', or the agents of rival companies engaged in smearing other manufacturers' products ('shills' is a word you'll see used a lot in our own comments and forums) but from loyal, genuine customers, 'self-appointed brand managers' who are taking advantage of the review process to 'give feedback on the firm'.
Fanboys, in other words.
The paper is long and very interesting - and far too nuanced to do justice in a short news article like this. We suggest you click here and read it for yourself. We give it five stars!!!!
If you'd like to leave your own scrupulously honest reviews of the products you own and love (or hate) don't forget that you can do so in our forums.
|Perfection in Repetition by Nilesh Trivedi|
from Your City -Repetition
|a century before powerpointP1540926 by nt35|
from Books - Macro only
|Red splash by millan|
|1958 Edsel-8060 by vbuhay|
from E is for...
Nikon's updated D850 firmware brings a number of smaller bug fixes, including fixing a green cast issue that was happening when users had long exposure noise reduction turned on.
Fujifilm's first 1:1 macro lens for the X-system gives a 122mm equivalent view of the world. We gave it a go shooting close-up subjects as well as some portraits – take a look at how it performs when paired with the X-T2.
According to a Reuters report, US Congress is urging US companies to sever ties with Chinese manufacturers of communication equipment.
A firm launch date is still forthcoming, but in the meantime a sample reel from Kodak's new Super 8 camera has been released.
HTC's newest handset, the HTC U11 Eyes, improves on the standard U11 by slapping a dual camera on the front for 'portrait mode' selfies with real-time bokeh simulation.
Missile scare notwithstanding, we spent a lovely few days in Hawaii shooting with Sony's newest APS-C E-mount lens. See how it measures up capturing the spectacular scenery that the Aloha State is known for.
Now that we've completed our review of Panasonic's Lumix DC-G9, we've updated its entry in our Best Cameras Under $2000 and Best Cameras for Sports & Action buying guides.
Hasselblad has introduced its next-generation multi-shot camera body, built to shoot 400-megapixel photos by using sensor-shift technology to combine up to six exposures into a single monster image measuring 23200 x 17400 pixels.
CVS is banning digitally altered beauty imagery on its store-brand beauty products, and plans to mark other brands' images as "Digitally Altered" if they're not up to snuff by the end of 2020.
Canon has announced that it will introduce a series of printers that allow users to refill the ink tanks themselves—a surprising shift that could, in theory, save customers quite a bit of money.
Adventure and lifestyle photographer Lucy Martin put together a useful little video that goes over her 18 favorite Lightroom shortcuts—a great guide for beginners.
Following a series of allegations of sexual misconduct against Bruce Weber and Mario Testino, magazine publisher Conde Nast has severed ties with both of the famed fashion photographers, and released a code of conduct for future photo shoots.
Photographer Christopher Payne captures the 'colorful world of craft and complexity' you'll find in the General Pencil Company's factory in Jersey City... and almost nowhere else.
A new feature in the Google Arts & Culture app compares your facial features to its database of thousands of artworks, finding your fine art "doppelganger."
Recently, we spent a day in Los Angeles with photographer, cook and food blogger Kylie Mazon. Join us and see how Kylie approaches the challenge of shooting lifestyle and promotional images for a downtown hotel with the Canon EOS M6.
Leica has announced a pair of short telephoto lenses for its SL full-frame mirrorless camera. The APO-Summicron-SL 75mm and 90mm F2 ASPH lenses feature an apochromatic design to reduce chromatic aberration, one aspherical element and minimum focusing distances of around 0.5m.
The Panasonic G9 is the brand's top-tier stills camera. We've updated our already large sample gallery with even more photos to enjoy.
The latest product of Huawei's collaboration with Leica is a smartphone with a great all-around imaging feature set that left us very little to complain about.
In this quick video, award-winning travel photographer Bob Holmes shares nine of his most basic and straightforward tips for finding great images, even when you're in a rut.
Gudsen has launched a new gimbal that’s aimed at mirrorless photographers. With a payload of 3.9lbs/1.8kg, the new Moza AirCross can provide stabilization to a mirrorless body even fitted with a cinema lens and a new in-handle option can provide power to Sony and Panasonic cameras.
The Lensbaby 46mm Macro Kit comprises of three stackable filters with different magnification levels, which can be combined with several of the company's "bokeh effect" lenses.
Nikon Rumors is reporting that an upcoming full-frame mirrorless camera from Nikon will sport an all-new "Z-Mount" with an extremely short flange distance of just 16mm.
A lot of people still have positive associations with the Kodak brand and its iconic logos, but it’s worth clearing something up: not everything with the Kodak name on it has much connection to a bunch of clever people in Rochester, New York.
A leaked image of a Galaxy S9 retail box indicates the new model might come with a variable aperture lens and a super-slow-motion video mode.
The portable little scanner features a 3.5-inch color screen, an integrated SD card slot for saving your scans, adapter trays for different types of film, and an HDMI port for viewing your scans directly on an external display.
Yesterday, Canon Italy and Canon Spain accidentally shared a composite photo that contained stolen elements shot with a Fujifilm camera. Today, in a response on social media, the company somehow managed to make things worse.
We've got a pair of Sigma 16mm F1.4 DC DN lenses in the office: one for Micro Four Thirds and the other for Sony E-mount. In this article we have some impressions of the MFT version, as well as some other lenses in this class worth considering.
Most wedding photographers are probably open to a little bit of feedback from their clients, but one Hong Kong couple was reportedly so upset, they provided their photographer with a detailed 30-page report full of their grievances!
It appears Huwei's ties to the Chinese Government and a fear of espionage have played a role in AT&T's decision not to offer the Huawei Mate 10 Pro and it's Leica-branded dual camera to customers in the United States.
The Autel Robotics EVO looks like the first serious competitor for DJI's Mavic Pro Platinum. With a better remote, slightly better camera, and a slightly cheaper price tag, this drone could steal some serious Mavic market share.