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How Do Online Reviews Impact the Psychology of Buyers Reading Them?

What role do online reviews play in psychology? Research suggests that 91 percent of people read reviews daily and trust online reviews just as much as personal recommendations. Because online reviews are critical to the consumer’s decision-making process, brands must create empathy throughout the customer journey. Customer reviews, surveys, customer care interactions, and other forms of feedback can be used to map the entire customer journey.


Positive reviews can improve the quality of a product.

Getting positive reviews on your business’s website is critical to improving SEO. A single negative review can cost your business as much as 22% of potential customers. Responding promptly to negative reviews will help you address the issue and protect your business’s reputation. Additionally, responding to positive reviews will encourage others to leave their own. But, first, knowing how to respond to negative reviews is vital. Listed below are some strategies you can use to combat bad reviews.

Consider giving away freebies in exchange for reviews. While it is not a viable option for all businesses, freebies are a great way to build a positive buzz and attract customers who might otherwise have passed on a brand. Also, giving away freebies gives your customers a reason to write positive reviews and does not cost you a thing upfront. Other options include offering extended discounts or trial periods. Regardless of how your business handles the reviews, positive reviews are valuable for the company’s growth and success.

Online reviews are the most powerful way to improve the quality of a product. Approximately 92% of consumers read online reviews of products or services before visiting a business. In addition, 80% of consumers trust online reviews more than personal recommendations. Getting a positive online review can increase the number of customers you get. Furthermore, an unhappy customer is twice as likely to tell their friends about a positive experience. A positive online review will turn them into loyal customers, and the likelihood of them returning again is greater.

Responding to negative reviews is crucial, as is responding to positive ones. A business should respond to complaints professionally, be apologetic, and offer reparation if necessary. Responding to complaints is best done via private email or public profile, but you should thank the person who wrote the negative review. This gesture will show the customer they are appreciated and that the business values loyal customers.


Negative reviews can result in choosing not to buy a product.

It is essential to respond to negative online reviews. Regardless of how good the product is, a single customer’s negative thinking can be just as detrimental as a thousand positive ones. Fortunately, you can respond quickly and effectively to a negative review and recoup your losses. Read on to learn how. In today’s economy, customer satisfaction is more important than ever. Keeping customers happy is vital to your success.

In one study, 5x more consumers look for negative online reviews before purchasing. Moreover, you can convert an unhappy customer into a happy one by answering their concerns. According to Baymard’s research, consumers trust online reviews more than recommendations from friends and family. In fact, 53% of users search for negative reviews before making a purchase, and three-quarters of consumers between 18 and 29 years of age consider online reviews when making their purchase decision.

While online reviews are powerful marketing tools, ignoring them is not the best strategy. Consumers distrust reviews from people who aren’t satisfied with the products and services they bought. Furthermore, companies should respond to reviews as soon as possible, even if they’re not true. It is better to reply to negative reviews than to ignore them because the response you receive will lead to an increase in sales.

A study has found that women pay more attention to negative online reviews than males and that female consumer read negative reviews more than males. Moreover, studies also reveal that female consumer are more likely to make decisions based on a negative review than a positive one. Because of this, practitioners should pay close attention to online reviews and customize their product or service descriptions to address the needs of female consumers.


Effects of gender on positive and negative reviews

Studies of consumer behavior show that gender has a significant impact on the way a person reviews a product. One such study, by Bae and Lee (2011), found that men and women differ in how they view online reviews, but a similar number of women have a negative impression of the same product. In contrast, women are more likely to leave reviews than men. This finding has important implications for reputation management, particularly for businesses that cater to men.

The study of BrightLocal found that there are significant gender differences in the way people read online reviews. For instance, men are more likely to read reviews than women; 37% of men always look at reviews, compared to 15% of women. As a result, businesses targeting a male audience should focus on obtaining positive reviews. This strategy will help companies get more favorable reviews, as 97% of consumers look for reviews online before purchasing products or services.

The researchers concluded that women are more influenced by negative reviews than males, and the effect of gender on internet use is more pronounced in females. Moreover, negative thoughts were more persuasive than positive ones, which has broader implications for online sellers. For example, if a woman wants to buy a product online, she can use her female friends’ reviews to increase her likelihood of making a purchase. However, she may feel more pressured to purchase the product if the check is caused by a man.


Effects of visual attention on positive and negative reviews

Eye-tracking studies show that the effects of negative reviews are more likely to increase purchase likelihood and sales. They also reveal the cognitive mechanism that produces positive reversion from unfavorable reviews. This research has important implications for marketing and advertising strategies. This study examines the mental process of visual attention allocation about brand popularity and reviews valence. It shows that the bigger the arousal of a negative review, the stronger the product’s memory.

The research field has steadily increased its interest in visual attention. In the past 25 to 30 years, it has shifted from identifying the visual process attentiveness to understanding its mechanisms. It has also formed a consensus that attention is not a unitary construct. Therefore, attention is a recurrent cognitive process that requires explicit definition and manipulation. Therefore, visual attention is a central endeavor in vision and cognition studies.

This study also reveals that consumers focus on images and opinions in the review context. The visual attention effect in review writing may result from how we perceive our own and others’ experience of a product or service. In addition, we have limited bandwidth, processing power, and time during the review process. So, a negative review can make us feel inadequate and unsure about the product.


Effects of commodity type on purchase behavior

To improve prediction, we have developed a model that incorporates the types of commodities in online reviews. This model enables us to predict online reviews’ polarity, usefulness, and polarity for different things. Furthermore, it helps predict consumer behavior because it provides the seller with valuable information. This model can predict consumer behavior using topic-document-topic (TDM) matrices, which can be extracted from the corpus.

Fixation dwell time was measured using eye tracking data and a fixation count. We collected data from 40 participants, each of whom generated four records representing a single review comment. 

Using eye-tracking data, we tested whether the content of an online review affects consumers’ purchase intentions. We compared participants’ eye movements, and fixation dwelled time to their purchase decisions and used this data to develop a conceptual framework for the relationship between visual browsing behavior and purchase intentions. We found that consumers’ attention spans are significantly longer for negative reviews than for positive ones, indicating that consumers are likely to be suspicious of false reviews.

In the present study, we found that gender also affects online consumer behavior. This result indicates that women tend to pay more attention to negative comments than males. Therefore, practitioners must pay special attention to female consumers’ words. Moreover, practitioners should tailor the content of their product and service information accordingly. They should customize their data if they are interested in negative comments. This is crucial for the theory of online consumer behavior.