03/08/2026
⭐ 1-star reviews don’t scare us as much as we think? 🛒
In a paper published in SPB earlier this year, Alice Ranucci, Wijnand A. P. van Tilburg, and Nikhila Mahadevan looked into what actually happens when we scroll through online reviews. They ran an experiment testing how rating dispersion (the spread) and volume change our choices—even when the average score is identical:
• When looking for a good product, our eyes naturally lock onto glowing 5-star reviews, while we tend to brush off the bad ones.
• Products with a wider range of ratings actually won over the safe, middle-of-the-road options.
• Having a higher volume of reviews consistently pushed products to the top.
A really interesting read if you want to understand consumer psychology or how online marketplaces shape our choices.
📖 Catch up on the Open Access paper: https://doi.org/10.32872/spb.16541