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Northwestern Study Volume 2: From Reviews to Revenue

How Reviewer Self Selection Impacts Star Ratings

ThumbnailReviews originate from two sources: verified buyers and anonymous consumers. While reviews from verified buyers can be tied back to a specific transaction, reviews from anonymous consumers cannot. How do the characteristics of these two types of reviews vary?

PowerReviews partnered with Northwestern University’s Spiegel Digital and Database Research Center to examine how reviews differ based on who writes them, and how this impacts sales.

Download the study to understand:

  • How reviews vary depending on whether they’re written by verified buyers or anonymous consumers
  • How reviews from verified buyers influence purchase
  • What brands and retailers can do to preserve the credibility of reviews, regardless of source


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