We believe social proof and confirmation bias are the most important factors that come in to play when obtaining and maintaining quality reviews. A vast majority of people tend to look for guidance in uncertain situations. Positive reviews act as social proof, reflecting that others have had a good experience. This results in a more positive perception based on the idea that - if others liked it, they will too.

Confirmation bias works in a similar way. People seek out information that will confirm their preexisting beliefs. Positive reviews reinforce the initial positive perception of a product, while negative reviews do the opposite. This bias influences how someone interprets the value of a product or service.

When people are presented with reviews, they often give more weight to information that is easily accessible, such as reviews that are prominently displayed, recent, or particularly memorable. This is called the availability heuristic.

Displaying great, 5-star reviews on your website and frequently updating your displayed reviews are additional ways to gain traction and credibility. The idea that the first review someone reads (or your aggregate review rating) sets the tone for subsequent perceptions is called Anchoring. If the initial sentiment is positive, it can lead to the person interpreting subsequent reviews more favorably.

Of course mitigating poor reviews is always important by providing quality products and service. Unfortunately, negative reviews do happen. If someone reads a review that contradicts the initial positive perception, they may be more likely to reevaluate their stance. Good reputation/review management allows you to address negative reviews quickly. Consumers are more likely to think favorably of businesses that, even after receiving the negative review, go out of their way to respond directly to the review and try to resolve issues or misconceptions.

Reviews serve as a form of information that people use to shape perceptions. Manage your reviews, manage your perception.

Ryan Klomstad & Jensen Collie

Co-Founders, Central Solution Group