In the age of the internet, reputations are almost never a blank slate. Consumers are surrounded by online reviews thanks to other consumers who’ve gone to the trouble of posting opinions about products and services online.
Online Reviews Are Biased. Here’s How to Fix Them
Without incentives, only the most extreme opinions are aired.
March 06, 2018
Summary.
Research shows many of today’s most popular online review platforms — including Yelp business reviews, and Amazon product reviews — show that the distribution of opinion is highly polarized, with many extreme positive and negative reviews, and few moderate opinions. A new study shows that simple incentives can be used to provide more accurate online reviews. Correcting bias in online reviews can sway important decision in the economy. Imagine a job seeker deciding between a similar job in two industries, such as consulting versus advertising. The research shows that the ranking of industries in terms of online ratings often flips based on whether reviews are left voluntarily or in response to an incentive.
New!
HBR Learning
Digital Intelligence Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Digital Intelligence . Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Excel in a world that's being continually transformed by technology.
Learn More & See All Courses
New!
HBR Learning
Digital Intelligence Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Digital Intelligence . Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Excel in a world that's being continually transformed by technology.