Okay, so you're about to buy something online. You've done your research, found the perfect product, and you're ready to hit that "Buy Now" button. But then, you see it: one single negative review. Suddenly, you're questioning everything. Is this product really as good as everyone else says it is? Or is there something wrong with it that you're missing?
It's a common experience, and it's not just you being overly cautious. There's actually a psychological phenomenon at play called "negativity bias," which means that negative information tends to have a stronger impact on us than positive information.
In this episode of Marketing Science Lab, we're diving deep into a research paper called "The Impact of Negative Reviews on Online Search and Purchase Decisions" to uncover the science behind why those negative reviews can feel like a siren going off in our heads (Varga & Albuquerque, 2024).
The Science of Negative Reviews
This study, which used real clickstream data from a major UK online retailer, found that negative reviews can significantly reduce a product's purchase probability, even if the overall rating is good. That one negative review can be a fly in the ointment, souring the whole thing, even if statistically it's an outlier.
But here's where things get even more interesting: this negativity bias plays out differently depending on whether you're buying something you need (like a blender) or something you want (like a fancy new rug).
Utilitarian vs. Hedonic Purchases
The research found that negative reviews matter more when we're talking about utilitarian purchases - the stuff we need. A broken blender is a five-alarm kitchen crisis, so we rely heavily on other people's experiences to guide our decision. If someone says "this blender caught on fire," that's a risk you're probably not going to take.
But when it comes to hedonic purchases, like that comfy armchair you've been eyeing, we're much more forgiving. One person's eyesore is another person's bohemian masterpiece. A snarky comment about someone's questionable taste in throw pillows isn't going to make or break a sale.
Not All Negative Reviews Are Created Equal
The research also found that the way websites present reviews can subtly nudge us in a certain direction, engineering our shopping experience without us even realizing it. So, next time you're online shopping, ask yourself these questions:
Where are the reviews? Are they buried at the bottom of the page or hidden behind a tab? Why? What don't they want you to see?
What kind of reviews are highlighted? Are they plastering those five-star reviews everywhere, trying to inflate your perception of the product?
Are reviewers being specific? Do they provide detailed descriptions of the problems they experienced? Or are they vague and general? The devil is in the details.
The Power of a Good Story
A detailed negative review is basically a mini-story about someone else's bad experience. It's like listening to a friend giving you a cautionary tale. You're going to listen if they say, “I went here, I did this, this happened.”
That's why paying attention to the language people use in negative reviews is so important. Are they just ranting, or are they giving you those juicy details that make it feel real and credible?
Key Takeaways for Savvy Shoppers
So, what does all this mean for us as online shoppers?
Don't be afraid of negative reviews. Lean in, be curious. They give us valuable information.
Pay attention to the language people are using. Are they being specific or vague? The details matter.
Be aware of how those reviews are being presented. Are they trying to steer you in a certain direction? Be a mindful consumer!
Knowledge is power. So next time you're about to click "Add to Cart" or "Buy Now", pump the breaks, think about these things, look at those reviews, and make this research work for you. And you know what? Happy shopping everyone!
Interactive Study Guide: https://quizlet.com/study-guides/understanding-the-impact-of-negative-reviews-on-purchases-038f20b8-5696-4080-9710-b9f332890855?i=3i62em&x=13qt
Source:
Varga, M., & Albuquerque, P. (2024). The Impact of Negative Reviews on Online Search and Purchase Decisions. Journal of Marketing Research, 61(5), 803-820. https://doi.org/10.1177/00222437231190874
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