Word of the mouse – Economy

Shopping was easy in the past. You went to a store, found your way, looked at the products and tried them. The quality of the offer could easily be checked and it was usually possible to select the best product. Or?

No, the reality was less rosy: so many designer juicers (you might think the same as me) who looked functional and stable in the store turned out to be impractical and fragile at home. More important than the test quality is only the quality of the experience. It is therefore self-evident to consult the experience of others before making a purchase decision. Once the word of mouth, today, the word of the mouse, about four in five online shoppers depended on the opinion of the masses.

Blinded by brand names?

Word or Mouse still feels good. We seek social confirmation of our decisions. This strategy has proven to be efficient and reliable. The stars at Amazon, Galaxus or Brack.ch are gifts from the sky: just like the old sailors, they show us the way and enable safe navigation through the endless stream of goods.

But trust has pitfalls. Legendary is the example of the WeTab computer. The thing flopped, because it was rumored that the exuberant online reviews of the CEO came. But what if the reviews are authentic, but still not true? Marketing professors Bart de Lange, Philip Fernbach and Donald Lichtenstein came to a conclusion in a highly acclaimed study in 2016 that there is little correlation between public reviews and professional product tests, because the public is blinded by brand names and better assesses products from well-known brands than they actually are. .

With such surprising study results one must always wonder if there is something wrong with the study. Although consumers can be seduced by the image of strong brands. But has their judgment been blurred, so that their product assessments are completely wrong?

The negative evaluations are also useful

No, because quality defects can not be hidden in the long term, even with so many image polishing. The scientific consensus of today: online reviews are very good for the quality of products – as long as you pay attention to a few things: the more reviews a product has, the more reliable the judgment. You should be skeptical if almost only extremely good or bad reviews were made. Then the product or service is really (unlikely) or the reviews are fake.

If available, you should give preference to formulated assessments. The rule of thumb is that the better a text is formulated, the more likely its content will be. Study especially the negative reviews. Otherwise, you commit the confirmation error: you are seeking unilateral reasons to justify the decision already made. Not all online stores are reliable. Ratings about Galaxus, Brack and the like can be trusted, which is less common on the cheap portals in the Far East. (If we agree, think about it before you attack if you find a powerful notebook with a high score and thousands of five-star ratings for $ 99 on a cheap Chinese portal.)

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(Editors Tamedia)

Created: 30.09.2018, 18:35 clock

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