"The credibility of the reviewer is surprisingly unimportant"...
How Customers Read Reviews: Four takeaways for marketers from a business school study | MarketingExperiments Blog: Research-driven optimization, testing, and marketing ideas
Offers some enlightening info from a study of how people use online reviews, published originally in Journal of Business Research.
Most surprising to me was "When researching the ways that customers process customer ratings, Filieri found that the credibility of the person writing the review was surprisingly unimportant. Even anonymous reviews seemed to carry a similar amount of weight as credited reviews. We shouldn't always feel the need to prioritize reviews from well-known or highly credible sources if we have a stronger, punchier review available from a lesser-known source."
That's valuable info for copywriters -- if it's true. Has anyone else come across any info that corroborates such a finding?
I've always read that anonymous testimonials were worth far less than those with names and pics. And I think it's common sense that testimonials from experts or celebrity endorsers carry more weight than those from nobodies.
What do you think of the study's findings? The article doesn't say much about sample size or methodology... Nor does the study's abstract...
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jessegilbert Banned-
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