Study: When It Comes to Online Reviews, Perfect Scores Are Not Ideal

By:
Chris Gaetano
Published Date:
Nov 29, 2018
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When it comes to online ratings, it truly does look like the perfect is the enemy of the good, as a recent study has found that consumers prefer products and services rated 3-4 stars over 5, according to Fast Company. The study, conducted by SmallBusinessPrices.co.uk, found that users find perfect ratings suspicious, with only 10 percent of customers actually taking them seriously. By contrast, 22 percent of people trust three-star ratings, and 35 percent trust four-star ratings. A major reason for this result is that consumers are now well aware of how ratings are manipulated on sites, whether it be from a botnet pumping out fake reviews to simply the owners' friends and family trying to help their businesses. With such manipulation as common as it is, it seems that scores that are perfect trigger people's "too good to be true" alarm. 

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