Online shoppers are suckers for products with lots of reviews

If you want someone to buy your product, make sure it gets lots of reviews. This is according to a study published in Psychological Science.

The study stated that if two similar products have the same rating, online shoppers will purchase the item with more reviews.

For the test, 120 adults were asked to compare iPhone cases on Amazon.

It was found that the participants would frequently pick the case with the most reviews – even if ratings for both products being compared were low.

“The researchers found that this pattern of results fit closely with a statistical model based on social inference. That is, people seem to use the number of reviews as shorthand for a product’s popularity, independent of the product’s average rating,” stated the study.

“Our data suggest that retailers might need to rethink how reviews are presented and consumers might need to do more to educate themselves about how to use reviews to guide their choices.”

Now read: China demands identities of online commenters

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Online shoppers are suckers for products with lots of reviews