Study: Mixed reviews motivate happy customers to share positive experiences

07/23/2013 | Marketing Mag (Australia)

Customers are more likely to share positive product reviews if they see inconsistent reviews on a website, while those who see nothing but positive reviews are more likely to spur consumers with negative experiences to share them, according to a study published in Marketing Letters. Customers who were asked to rationally explain why they felt negatively about an experience were more likely to report a decrease in negative feelings, the study also found.

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