Some of these issues are discussed in an article published in The Journal of Marketing Research (JMR) , written by Professor Chevalier and Assistant Professor Mazlin of Yale University in America. on Amazon.com and BarnsandNoble.com ( BN.com ) and studied whether they had an impact on book sales. In summary, the findings were:
More reviews about a book or an increase in points (e.g. from 4 to 5 stars) due to more positive reviews led to an increase in sales of the book.
The influence on book sales of an online review that was distinctly negative in nature (e.g. one or two stars) was found to be much greater than the influence of a positive five-star review;
Five-star reviews are not necessarily better for book sales than four ghana mobile phone number list -star reviews; in fact, they appear to have a negative impact on sales.
The first two findings seem logical. But what is the underlying reason for the third conclusion? The study found that consumers who gave a five-star rating wrote longer reviews than those who gave a book four stars (five-star reviews had an average of 847 characters, and four-star reviews 795). Furthermore, the five-star reviews often contained a more balanced assessment, with the positive aspects of the book being placed alongside the negative ones. Whether this means that marketers should not strive for long, high-scoring reviews, I dare not say directly.