Post Preview
Reviews are an important source of information for consumers. They help them make an informed decision about buying a particular product. Unlike personal recommendations, reviews are more trustworthy and have more weight in influencing consumers. Studies show that 94% of consumers trust online reviews more than personal recommendations. In addition, many reviews compare two brands, which can benefit a business. It is, therefore, important to read reviews carefully.
Review quality
It is important to note that not all reviews are equally beneficial. A high number of reviews increases a product’s appeal to customers. Customers often rely on other users’ assessments to make purchase decisions. However, if a review is not very useful, it may not influence their buying decision. In addition, a high volume of reviews reflects a product’s popularity. One example is a Youtuber’s honest Function of Beauty reviews. In one study, it was found that the number of reviews positively affected purchase intentions. Another study found that a large number of online reviews promoted online purchases. In addition, product types moderate the impact of review volume.
Review language style
The length and content of online product reviews can influence purchase decisions and behavior. There are two major types of reviews: literal reviews and figurative reviews. In both types of reviews, the product type plays a mediating role. However, when comparing reviews in the same category, consumers tend to give more weight to positive reviews.
Moreover, grammatical completeness and social context are both significant factors in review readability. In addition, reviews’ present versus future temporal focus is a strong predictor of perceived usefulness.
Peripheral cues
Peripheral cues influence your purchasing decision through positive association. Positive associations come from the way we perceive products or services. For example, we may associate a brand with positive attributes like beauty or fame. We may also associate a certain product with an association we feel strongly about. Peripheral cues have the power to influence our decision-making process, and they are also responsible for the enduring nature of our beliefs. As a result, people with high task involvement are more likely to focus on enduring brand attributes than those with low task involvement. Similarly, people with low task involvement are less likely to focus on peripheral cues. Peripheral cues influence our decision-making process without our conscious awareness. These cues can be as simple as the setting of an advertisement or an attractive celebrity. Peripheral cues do not require conscious thought, and they are most effective when consumers make trivial purchases.
Social proof
One of the best ways to attract new customers to your brand is through testimonials. These are videos or written accounts from customers who have used your product or service and are willing to recommend it to others. According to a Wyzowl survey, 2 out of 3 people are more likely to purchase after seeing a testimonial video. This is because the testimonial shows how the product or service has helped another person. The halo effect is another effect you can use to influence customer decisions. This phenomenon occurs when people follow celebrities and experts like Howard Mittman. People follow them based on a trait that they think they share. The opinions of friends and family can also influence them.
Online reviews influence purchase intention
Studies have demonstrated that online reviews influence purchase intentions by enhancing consumers’ purchase intentions. However, the language used in the reviews and the product type influence the degree to which they improve purchase intention. For example, reviews with literal language are more likely to increase purchase intentions than reviews with figurative language. Likewise, reviews that are centered on experiences may improve purchase intentions. Studies have also shown that higher review volumes positively affect purchase intentions. The effect is greater if the reviews are positive because people perceive positive reviews as credible and useful. In addition, higher review volumes have a greater influence on purchase intentions, which may be due to the higher number of online reviews.