STUDY: User Reviews Are Even More Important Than You Thought
As leading proponents of “earned media”, we’ve all fretted about the value of user-generated content and the “brand advocates” who produce it. But new studies indicate that informal user reviews have even more power than we thought—especially when shared on social.
A Stanford Graduate School of Business researcher tells The New York Times that “the power of marketers is being undermined” by the trend.
This could be a good thing in some ways, though.
In past experiments, consumers presented with three cameras to purchase often chose the middle one due to what researchers called “the compromise effect”, opting to pay a little more for additional features but shying away from the most expensive model.
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