A Little Review Gilbert Haury Matt Wieber Influence 65% purchasers pick a brand they weren't originally considering 65% purchasers pick a brand they weren't originally considering 80% concerned about authenticity 80% concerned about authenticity 51% concerned review was "planted" by manufacturer 51% concerned review was "planted" by manufacturer 31% of reviews need to be negative before doubting the quality of product 31% of reviews need to be negative before doubting the quality of product 11 reviews are read before deciding 11 reviews are read before deciding Credibility More faith in consumer reviews than professional critics More faith in consumer reviews than professional critics o 84% trusted Amazon.com reviews vs. 72% for Consumer Reports! Are professional critics getting free stuff to evaluate? Are professional critics getting free stuff to evaluate? Most influential and credible: those that seem fair and reasonable, are well-written and contain statistics, have specifications and technical data. Most influential and credible: those that seem fair and reasonable, are well-written and contain statistics, have specifications and technical data. Consumers trust reviews on Amazon and best Buy more than Consumer Reports even though Amazon and best Buy sell electronics Consumers trust reviews on Amazon and best Buy more than Consumer Reports even though Amazon and best Buy sell electronics Consumer reports costs money Consumer reports costs money Lowes Ad Lowes chose to include a solid but less-than-amazing (4 out of 5) rating from their website review system. Lowes chose to include a solid but less-than-amazing (4 out of 5) rating from their website review system. A mere 23 reviews shape this opinion in a circular with a production quantity that may have run in the millions A mere 23 reviews shape this opinion in a circular with a production quantity that may have run in the millions It was the only rated product in ad It was the only rated product in ad Why do you think they did this? VIDEO REVIEWS Star WarsStar Wars GoPicnicGoPicnic How many people do thorough research before they buy something online? Who has read through online product reviews to help make a purchasing decision? Have online product reviews persuaded your purchasing decision to either buy or not buy or choose something else based on read reviews? Any other comments/questions?? Class Discussion