Tag Archives: consumers

Why People Spend Hours Writing Product Reviews

Humans are social creatures: We like to help one another and feel we are part of a community.

Online shopper woman computer emilybinder.com

The abundance of thorough reviews on sites like Amazon, Yelp, and tripadvisor may appear puzzling at first. Why do people bother? Many of the reviews surpass being simply helpful; they’re invaluable resources when shopping online – especially on Amazon. These mostly unsolicited reviews illustrate and reinforce fundamental principles of society.

Here is a 753-word Amazon Kindle Customer Review by Jeffrey Stanley (a Top 1000 Reviewer). As of this posting, it was on the front page of Amazon, it had received 126 comments, and 7012 of 7153 people found Stanley’s review helpful.

Amazon Top Reviewers

Like Foursquare, Amazon has a badge system to reward Top Reviewers. But climbing to the Top 500 Reviewers list or being added to other users’ Interesting People lists is the only compensation (save the Vine product testing group).

iPad Review Amazon emilybinder.com

There is no tangible reward for the effort of publishing a highly detailed 1545-word iPad review. It’s no shock that the iPad reviewer’s moniker is Just Trying to Help.

You must register in order to publish a review. It takes a good twenty minute or more compose a really detailed, thoughtful review like ones on many tech and fashion products. Compensation is  just a tiny virtual badge. Why do we do it?

Social Psychology | Why We Share

Humans are evolutionarily motivated to share information primarily by the desire to help their friends or network. Second, sharing or recommending a product/brand serves to establish oneself with certain values or associations; it reinforces one’s identity. Robert D. Putnam touches on this idea of social capital in Bowling Alone.

Facebook is a petri dish for social helping: Continue reading Why People Spend Hours Writing Product Reviews