Brands know that customer reviews play an integral role in consumers’ purchasing decisions, especially online. As such, they work hard to drive the highest ratings they can. And yet, it’s the presence of less-than-five-star reviews that can actually be what drives purchase.
Recent data analysis across 40 product categories looked at the impact of reading reviews on purchases. Northwestern University’s Spiegel Research Center and PowerReviews found that, in moderation, bad reviews actually help boost sales.