Itamar Simonson
Autor(a) de Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information
Obras por Itamar Simonson
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I also liked the point that reviews are about finding good or bad fit—a bad review by someone who doesn’t share your tastes can actually make you more likely to want a product. In fact the authors found “that if you see someone disliking a product for reasons that do not apply to you (the reviewer criticizes the camera’s manual override capabilities, but you have no intention of using the manual override feature anyway and are content to keep it on auto), you will often evaluate the product more favorably than if you had not been exposed to that review.” This is a good indication that, as the authors concede, they aren’t claiming that internet-savvy consumers will be more rational in the usual sense of that term—instead review-users will behave differently than marketers have been taught to expect.… (mais)