The star of the review site tends to boost the most willingness to buy, although 'not the highest evaluation but positive' degree

by Lukas Koster

The online review site is helpful when many people purchase products, especially on online shopping sites, purchasers' reviews are mostly on the product page. Regarding the number of stars to be added in the evaluation of such a review site, "There are some patterns that raises the willingness to buy the most, although the evaluation that can be attached at the review site is" a bit lower than the highest, but positive, " It is reported.

Research: Glowing Reviews Are not Always the Most Persuasive
https://hbr.org/2018/07/research-glowing-reviews-arent-always-the-most-persuasive

While some people stay at purchasing goods by looking at the bad evaluation of the review site, others are concerned about purchasing by looking at positive reviews. According to a study conducted by Daniela Cooper of Associate Professor of Boston University, if the evaluation of the initial setting set when evaluating at the review site is "very positive", the content of the evaluation is not perfect I found that the case with more "moderately positive" reviews raises purchasing motivation.

Mr. Cooper and others prepared a review site that is set to "Granola bar" of one brand and "Star 10 pieces" with the evaluation of the initial setting being the highest rating. As a specification of the review site, when the customer wishes to make the best evaluation, it is OK with the initial setting, and if you want to reduce the stars, you can operate themselves to reduce the stars.

by Marco Verch

Next, to the subjects who gathered either one of the highest-rated high-rating review written with 10 stars and the moderately highly evaluated review of eight stars with two stars reduced from the highest rating Show you. After that, I asked the examinees to choose one of the granola bars that saw the evaluation and the corresponding amount. Then, the subjects who saw the review of 8 stars more than the subjects who saw the review of 10 stars, the proportion of choosing the granola bar more than the money was said.

Since the subjects were informed that the initial setting of the review site, the evaluation of the review site is 10 stars, the positive reviews of the 10 stars "For the initial setting, since they are evaluated appropriately Is not it? "I felt. On the contrary, in the review of the eight stars that dared to reduce the star from the state of the initial setting, "I did not write in the initial set of 10 stars but dare to reduce stars and make a positive evaluation That's why I felt convincing as "I am there."

In addition, Mr. Cooper and others used an evaluation site with five stars with the highest evaluation as the initial setting, and also conducted experiments to let subjects vote "Which review was most helpful?" Then, although it is not five stars here as well, it is said that there were the most people who said "positive" as compared with the review of five stars rather than "stars".

On the other hand, for very lengthy reviews, it turned out that subjects also tended to trust, even though the star was the highest rated as it was at the initial setting. Mr. Cooper said that he reviewed the pen sold at Amazon and showed the subjects a review of 4 stars and 5 stars and experimented as to whether or not to buy a pen. If you showed a review at random, the subjects who saw the review of four stars got more chances to buy a pen. However, in the reviews of five stars and four stars, both showed a very long review and showed them to the subjects that they did not change the willingness to buy depending on the number of stars.

by Frits Ahlefeldt Founder Hiking.org

The subjects pointed out that most of them are not aware of their own tendency to "trust a positive review though slightly lower than the highest rating than the highest rated review with initial settings," Cooper said To do. Cooper Mr. Cooper who conducted the experiment "to write a review that persuades other people to purchase items purchased by themselves" to the consumers is that most subjects set the highest rating We will leave the review as it is. Even if you do not trust the highest evaluation of the review site so much, when you want to recommend it to others, you are making a review of the highest evaluation at all.

Here, Mr. Cooper says there are two useful information for the seller of goods. First, "If you want to promote products using review site reviews, advertise moderately positive reviews rather than just picking the highest ratings reviews." There is a possibility that sales may increase by advertising a moderately positive review rather than a daring review.

Secondly, "emphasizing" The initial setting of the review site is set as the highest rating "can make it convincingly affirmatively positive review". For a review site where the evaluation of the initial setting is set to the highest rating, it would be better for a company that received a reasonably positive review to emphasize that the evaluation of the initial setting is the highest evaluation in some way, Mr. Cooper I am telling you.

by Ed Yourdon