Fake online product reviews cost shoppers 12 cents for every dollar they spend, and increase the likelihood they buy inferior products, according to aIntuitively we know fake reviews are bad, but the paper offers a deeper picture of how phony write-ups and inflated star ratings change shopping behavior.
The pandemic led to a surge in both online shopping and fake reviews — during the 2020 holiday shopping season, about 42% of the reviews on Amazon were fakes, according toThe researchers recruited 10,000 online participants in the U.K. to shop on an Amazon-like platform they'd created. "Shoppers" were asked to pick a product to buy from a group of five identically priced items .
Researchers showed some participants fake reviews or inflated star ratings — or both. Others didn't get any phony reviews. A few participants received guidance on how to spot a phony review. In a separate survey, participants were asked how much money they'd pay for the various items — when fake reviews were in the mix, they were more likely to overpay for products by about 12% on average.likely to be affected by phony ratings.
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