Research Recap

How Bad Is a Bad Product Review?

Key Takeway

A retailer's "newest first" review display policy enabled researchers to quantify the impact of just one bad product review. In technology and home and garden products, the detrimental impact of encountering a single critical opinion was two-fold: on average, the probability of continuing search to competitors increased by 10.5%, while the purchase probability of the product dropped by 18.3%.

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