Why Do People Leave a Review?
Have you ever left a review? I have, and I have to say, when I’m less than happy with the product, I tend to not review. Then I saw this research from Jungle Scout (MarketingCharts). It seems I’m not alone. It seems when we are the most likely to review is when we are going to say: Excellent, 5 stars!
I really like that a large portion of reviewers leave reviews for altruistic reasons. Nearly 40% of people leave a review for the noble reason of helping others with the product or service. Most of us love to read the reviews, especially for more expensive items. Yet, this kind of research shows that reviews can be deceiving. If the majority of people leave a review when they are satisfied and a large percentage don’t when they are unsatisfied, then the numbers are skewed in favor of positive reviews.
Even more worrisome is that 30% get an incentive for leaving a review. I know economists would say that incentives drive all human behavior, but how accurate is a review that you need an incentive to post? And wouldn’t those reports be distorted due to Robert Cialdini’s theory of persuasion reciprocity, which states that human beings are wired to return favors or gifts. It is our subconscious or nature to feel obliged to those providing the favors or gifts.
So the next time you read a review, remember that there is more behind the review. And please rate my blog. I’d be happy to give you a mention in my blog if you do.
Mark Mathis III is chief creative & strategy officer, partner and cofounder of AMPERAGE Marketing & Fundraising.