According to Johnson, people are primarily swayed by online reviews due to their social nature. "Consumers rely on online reviews because they serve as powerful social proof, reducing uncertainty in decision-making. Human psychology is wired to seek guidance from others, especially in unfamiliar situations. Reviews tap into this instinct by providing real-world experiences that feel more trustworthy than marketing claims," the marketing psychology expert told Bored Panda via email.
"The volume of reviews also creates a 'wisdom of the crowd' effect—if many people endorse a product, it must be good. Additionally, negativity bias makes critical reviews particularly influential, as consumers perceive them as more authentic. Ultimately, reviews shape expectations and offer cognitive shortcuts, making them a dominant force in consumer choice," he said.
#2 Someone Posted My Review On Another Subreddit, But People Said It Belonged Here So Enjoy!
We were also interested in understanding just how big a potential problem fake reviews are, especially now that many internet users have easy access to generative artificial intelligence.
"Fake reviews—especially when they appear compelling—undermine this entire process, and sew mistrust between brands, platforms, and consumers. With generative AI, the scale and sophistication of fraudulent content are escalating. It's now possible to create fake reviews which are highly detailed and seemingly human, and to do so at an incredible scale. This is particularly dangerous given the fact that these AI-generated reviews are essentially indistinguishable from authentic ones," Johnson explained.
"Reviews play a crucial role in shaping purchasing decisions, acting as a form of social proof. When manipulated, they can distort perceptions, mislead consumers, and unfairly advantage or disadvantage businesses. AI-generated fake reviews are increasingly difficult to detect, mimicking genuine sentiment and even responding contextually," Johnson said.
"If platforms fail to address this, consumer skepticism will rise, reducing the credibility of all reviews. Google's initiative is a necessary step, but ongoing vigilance and advanced detection methods are essential."
The Guardian reports that Google has agreed to put in more effort to identify and then remove fake reviews in the United Kingdom. Part of this new strategy is likely to include sanctioning individuals and businesses that have manipulated their star ratings.
Furthermore, Google will issue warnings for business profiles that use fake reviews to boost their ratings, as per the Competition and Markets Authority (CMA). Back in 2021, the Authority investigated Google due to concerns that the global tech giant may have failed to take sufficient action to protect consumers from fraudulent reviews.
As per the CMA, product reviews hold a lot of sway over people. As much as £23 billion ($28.6 billion or €27.5 billion) of consumer spending per year is potentially influenced by online reviews. Meanwhile, consumer group Which? Found that as many as a jaw-dropping 89% of consumers use customer reviews when they research products and services.
“Left unchecked, fake reviews damage people’s trust and leave businesses who do the right thing at a disadvantage. The changes we’ve secured from Google ensure robust processes are in place, so people can have confidence in reviews and make the best possible choices,” said CMA chief executive Sarah Cardell. “This is a matter of fairness—for both business and consumers—and we encourage the entire sector to take note.”
A spokesperson for Google speaking to The Guardian had this to say on the matter: “Our longstanding investments to combat fraudulent content help us block millions of fake reviews yearly—often before they ever get published. Our work with regulators around the world, including the CMA, is part of our ongoing efforts to fight fake content and bad actors.”
#12 I Leave Reviews Like This For People. I Try To Make Each One Unique And Awesome
Statista states that Amazon was the most popular e-commerce and shopping website globally in December 2023. It accounted for over 14% of all desktop visits to similar sites. In second place stood eBay with just over 3% of all visits while AliExpress got 2.24%.
In short, Amazon is the dominant force. It’s expected that the company’s worldwide net sales will exceed $1 trillion by 2026. However, some of the platform users still think that the digital shopping experience could be better in certain areas, such as faster delivery, free returns, and more convenient shopping conditions.
According to a survey by BrightLocal, 88% of consumers would use a business that replies to all of its reviews. On the flip side, just 47% would use a business if it never replied to any reviews. Somewhat surprisingly, consumers quite like generative AI in this context. The survey showed that 58% of people preferred AI-written review responses over human ones.
Just over a third of consumers (36%) said they use two review sites when deciding to use local businesses. Meanwhile, 41% said they use three or more sites.
#15 Looking For Pepper Spray On Amazon And Found This Review. Happy To Hear It’s A Quality Product
A recent study published in the Journal of Theoretical and Applied Electronic Commerce Research noted that consumers often rely on online reviews when making purchasing decisions. As such, they’re considered a crucial marketing tool when it comes to fostering trust.
According to the researchers, consumers with “an interdependent self-construal” are sensitive to both review ratings and group similarity. On the other hand, consumers with an “independent self-construal” are more affected by high review ratings, regardless of group similarity.
In other words, no matter who you are, the ratings you see will impact your decisions.
#17 I Was Reading Through Reviews Of A Coffee Brand That Promises A Heightened Caffeine Buzz And Found This Treasure
Online reviews are, obviously, quite influential. It’s only natural to do a bit of research before spending a larger sum of money on a product or service. You might check it out in person and give it a metaphorical test drive. But the far more convenient option is to see how people who have already purchased the thing feel about it. So, you browse their reviews.
Of course, they’re far from perfect. They can be biased. They can be written by vocal minorities who either love or hate the brand. Or the reviews can even be fake to boost the product’s ratings and the brand’s online image. But gather enough reviews across multiple storefronts and blogs and you can get a general feel for the biggest pros and cons.
