The power of the comments section

I was about to do a post about Martin Lindstrom’s “Buyology”—a book I recently read about using fMRI technology to analyze what we really think about products and purchasing decisions, vs. what we say we think. I thought the book was quite fascinating and decided to poke around on Amazon to see what others thought. After reading a few less-than-flattering comments about the book and its author (I’ll let you go out to Amazon yourself to read them if you’re interested), I found myself thinking “Hmmm…maybe it wasn’t as clever as I thought.” Which, in turn, got me thinking about the power of comments. How many times have negative—or positive—comments on Amazon, Trip Advisor and the like driven you to make a purchase or stick your credit card back in your wallet? How much power do we assign to people we’ll never meet whose personalities and tastes might in no way reflect ours? And, how often does the competitor plant negative feedback in the hope of derailing another company’s efforts?

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Vicky Franchino

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