How effective are online product reviews?

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How effective are online product reviews?

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Published on 19 August 2013

A University of the Sunshine Coast Honours student is studying how people’s attitudes are influenced by online reviews of products they want to buy.

Ashleigh Druce, of Noosa, said she was interested in researching this relatively new development in consumer decision-making.

“We now enjoy instant online access to the opinions of many others to help us choose what to buy,” said Ashleigh, who is an Honours student in Psychology.

“However, there is uncertainty as to how readers process online product reviews. For example, what makes an online review persuasive, and what makes some reviews more persuasive than others?”

Ashleigh has opened an online survey for participants to contribute to her research.

“Hopefully, the results will show which types of product reviews have an impact on consumer attitudes,” she said.

She said she was enjoying the quality of teaching during her Psychology degree and intended to pursue an academic and research career after graduating.

For more details about the survey, email <aed003@student.usc.edu.au>.

 — Julie Schomberg

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