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Online shopping has brought an enormous comfort - but it also brought us an amazing number of options. burdened, as we can be with too many decisions, it is easy to feel like online reviews and reviews of other consumers can take us a crow-toured pool of good information about the product we consider into consider.
Is it the reliable information?
Bart de Langhe, a behavioral scientist and a marketing professor of the eske in Barcelona, ??Spain, was led to put this question after being shopping in a business for a car seat for its newborn son. He stood a dilemma: Should he pay $ 300 for a car seat from a well-known brand that has been urgently recommended by the business insurance of the shop, or $ 50 for a car seat from an unknown brand? How many of us he found a quiet corner in the store to take out his phone and look through online reviews. Since she was largely positive for the $ 300, he bought it.
Later he asked himself: Make customer reviews on the car seats with the type of objective tests, the independent product testing organizations like Consumer Reports do? To his surprise and dismay, the answer was no. According to Consumer Reports , the 300-car seat received a significantly lower score in crash protection and user-friendliness than the 50 US dollar car seat.
De Langhe worked with colleagues at the University of Colorado in Boulder together to carry out a large analysis comparison online reviews with performance ratings. You have done this for 1.272 products in done 120 categories - including car seats, bicycle helmets, blood pressure monitors, headphones, sunscreen and smoke detectors - which might be objectively evaluated. In a study published in the journal of Consumer Research , they found that, although there were a connection between the products that have been positively checked online and those who worked well, an extreme Weak correlation was.
As he has declared a daily science, "the likelihood that an object with a higher user evaluation is lens better than an article with a lower user rating is only 57 percent. A correspondence of 50 percent would be random, so user evaluation very much offer little insight into the objective product performance. "Instead, there are many products that get high ratings, but highly occur, and there are many products that get low reviews, but work very well, "he says in a tedxesade conversation. Why does that? Done? The existence of false reviews is a reason.In addition, the evaluations of the people of factors such as fire reputation, packaging and price are influenced (although they do not realize) and only a small subset of consumers - those who keep the most extreme positive and negative opinions - tend to leave reviews. The latter causes the dissemination of 1- and 5 star rating, which we often see on products, while a truly random sampling of consumer ratings would probably generate another 3-star answers.
de barthe's conclusion: "I recommend that you leave less on the recommendations of other consumers. You should realize that the ratings of a small and pre-accompanied subset of imperfect people, the products in imperfect people Evaluate conditions. "
means we stop reading reviews? No. pilot
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Donyl Chen is the ideas editor in TED.