It’s Take Control Tuesday, and this week Mansa Musa and I continued our consumer psychology series with a topic most of us know well: online ratings and reviews.
Before buying something, many of us check the stars. We read the comments. Sometimes, one bad review can make us question the entire purchase.
Mansa says there’s a reason we do this. It’s called social proof. When we’re unsure about a decision, we often look at what other people chose and what they had to say about it.
That information can certainly help. Other people’s experiences may point out things we hadn’t considered. However, Mansa says there’s an important difference between using reviews as information and letting them make the decision for you.
Highlights From Our Conversation
- Let the stars get your attention. A high rating can tell you that other people generally had a positive experience. It shouldn’t automatically tell you to buy.
- Look beyond the overall rating. Read the reviews to find out why people gave something those stars. One complaint may be an isolated experience. Repeated complaints can reveal a pattern.
- Decide whether the complaint matters to you. A reviewer might dislike a feature you’ll never use. On the other hand, they could point out a problem that would be a deal breaker for you.
- Don’t confuse popularity with value. Something can be highly rated and popular while still being the wrong purchase for your needs or budget.
- Ask yourself one question. Are you choosing something because it’s right for you, or because so many other people chose it?
I shared a recent example from my own shopping experience. I needed a microphone screen and found one with plenty of positive reviews. Then I saw one person absolutely trashing it. That one review almost made me second-guess the purchase.
Thankfully, I looked at the bigger picture. The overall reviews and product quality gave me enough information to make my own decision. In the end, I was happy with my purchase.
That’s really the lesson. Reviews can inform your decision, but they shouldn’t replace your own judgment.
Be an intentional buyer, not just a consumer.