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Expert Interpretation: Why Bad Reviews Can Promote Sales?

2012/3/29 16:03:00 2

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Network Differential Sales

It is an old proverb that good things do not go out and bad things spread.

Studies also seem to show that negative news hurts.

Sale

。

But occasionally there are exceptions.

In the name of a famous

Network Reviews

After calling it "smelly socks", the sales of Tuscany wine, which sells for $60 per bottle, increased by 5%.

"Swing bell", a vibrant dumbbell that has been ridiculed by many media, has gained 50 million dollars in sales.

Are old proverbs no longer applicable?

Wharton School

The study of Jonah Berger and others has proved for the first time that it is an old proverb when good things do not go out and bad things spread.

Studies also seem to show that negative news hurts.

Sale

。

But occasionally there are exceptions.

Berger and others analyzed the sales of nearly 250 novels that were commented by New York Times in 2001-2003 years. They found that, as expected, all reviews promoted sales, ranging from 32% to 52%.

For authors who have published other books, negative reviews have led to an average sale of about 15% - which is not surprising.

But for those from relatively unknown authors, bad reviews have led to an average sales increase of about 45%.

What is the reason? Analysis by Berger and others shows that even if the consumer can understand a book that they might not have noticed, even the most harsh comments can be a help.

Time plays a different role in it.

In the follow-up study, Berger et al. Found that regardless of the length of time between reviews and purchase decisions, negative evaluations would hurt well-known authors.

For the less well-known authors, negative evaluation will cause some damage at the beginning, but this harm effect will soon disappear.

This also means that for such products, consumers' cognition of products will linger for some time after consumers' memory fade.

This study shows that suppressing negative reviews is not always the best strategy.

When a established brand suffers a crisis, or is in a product category that is quite similar to a car like advertising budget and consumer awareness, the smarter way is to restrict bad reviews.

But when negative evaluation can enhance brand awareness, the brand can even take some controversial measures to improve visibility.