Why are you taking advice from a stranger?

According to a recent study from BrightLocal, 91% of 18-34 year old consumers trust online reviews as much as personal recommendations. (Murphy, 2018)

Think about that for a minute.  You have no idea who posted those reviews.  For all you know the positive ones are posted by people who have been paid.  Although lately I have noticed some supplying a caveat such as: "I was paid to do this review but..."  Yeah, sure. 

And in some cases, particularly for electronics, the reviewers sometimes display enough expertise that I am willing to take their word.  But when it comes to restaurants, forget about it. And yet, that appears to be the number one category with ~65% reading reviews.

Which brings me back to my original question, why would you trust a review from a stranger?  You have no reason to believe that they are anything like you.  So why would you value their opinion? 

Research shows that we are most effectively persuaded by people who we believe are similar to us. 

Those cards in hotel rooms that ask you to reuse your towel?  35% will reuse their towels to save the environment.  But if people are told that 75% of people in the hotel will reuse their towels their response rate goes up by 26%.  And if the sign says 75% of the people who stayed in this room reused their towels the response rate goes up 33%.  We want to be part of the tribe.

Which brings me back to online reviews written by random people or bots.  The only thing you have in common with that reviewer is the fact that you are both interested in buying the same item or visiting the same restaurant.  Is that really a good enough reason for you to trust their opinion?

Murphy, R. (2018, December 7)  Local Consumer Review Survey.  brightlocal.com.  Retrieved July 16, 2019, from  https://www.brightlocal.com/research/local-consumer-review-survey/