Today's Hard|Forum Post
Today's Hard|Forum Post

Saturday December 26, 2015

The Trouble With Online Customer Reviews

How often does a review influence your decision to purchase something? Sometimes I wish there were no reviews at all, since one negative review has the power to steer me away.

Andrews typifies the love-hate relationship American consumers have with customer reviews, which -- for better and worse -- have come to define the online shopping experience. People count on them to find the perfect Christmas gift on Inc. and the best burger joint on Yelp Inc. Yet they hate navigating through anonymous reviews -- including suspiciously over-the-top rants and raves -- in search of meaningful insights.