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Should I show my negative reviews? | Nudge Newsletter

Published 13 days ago • 1 min read

Never Lead With Negativity

​Read online​

Last week, a student enrolled in the Nudge Unit asked me:

Should I show my negative reviews?

The answer is yes but with a heavy caveat.

Studies show that consumers prefer a 4.8-star rating to a 5-star rating¹.

The 4.8 rating feels more believable and trustworthy.

So, you'll need to include a few negative reviews.

In fact, an analysis of New York Times book reviews found that negative reviews increased sales by 45%² for unknown authors.

A poorly reviewed book saw sales quadruple, and a $60 wine labelled “redolent of stinky socks” saw a 5% sales rise.

Negative attention works when it keeps products at the top of one's mind.

That said, a negative review should never be the first thing a prospect sees.

The first review a customer sees dramatically alters their perception.

Research by Sean Taylor³ found that manipulating product ratings so that the first review was positive increased the likelihood of other positive reviews by 32%.

This improves the final product rating by 25%.

Overall ratings are important, but the first rating shown has an asymmetric impact, so make sure it’s a glowing 5-star review.

I hope this helps! — Phill​

P.S. I prefer positive podcast reviews

If you post one (and send me a screenshot of it), I'll send you a surprise gift.

¹Shotton, R. (2018). The choice factory: 25 behavioural biases that influence what we buy. Harriman House.

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²Positive Effects of Negative Publicity: When Negative Reviews Increase Sales (2010)

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³Sharot, T. (2017). The influential mind: What the brain reveals about our power to change others. Henry Holt and Company.

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As a behavioural science practitioner, I believe in the peak-end rule*

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Nudge Newsletter

Phill Agnew

I spend 18 hours each week turning marketing psychology into readable newsletters.

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