Report: Consumer reviews reveal extremes

06/27/2010 | ScientificAmerican.com

Shoppers who write raves or skewer new books, movies and products on Amazon.com and other selling sites throw the usefulness of such reviews into question, according to research published in Scientific American. A small percentage of buyers account for an overwhelming number of reviews, and consumers are only spurred to write when they feel extreme love or hate for the product.

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