A matter of taste: When do products benefit from mixed reviews?
How do consumers react to products with diverse online reviews? According to a new study in the Journal of Consumer Research, a mix of positive and negative reviews can benefit products that are evaluated based on personal taste. “Consumers will assume mixed reviews are due to either variability in the product (inconsistent quality), or variability in the reviewers (idiosyncratic tastes). Although a range of reviews based on quality will usually be considered undesirable, a variety
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