People who feel less knowledgeable about a product are more likely to post an online review than those who feel satisfied with their knowledge, according to a study published in the Journal of Consumer Psychology. "Rather than having something to share, they have something to prove," co-author Grant Packard said about reviewers who don't know as much about a product. The study cautions marketers to be careful when reaching out to opinion leaders because they might be spreading inaccurate information.

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