"Why Do Verified Reviews Damage Customer Trust? Surprising Research Findings"

Why Do Verified Reviews Damage Customer Trust? Surprising Research Findings

Today, almost no one shops online without looking at the reviews written about a product. However, a critical question still lingers in consumers' minds: "Should I trust a review that has been verified as real, or an unverified one?"

At first glance, most people might think that verified reviews would be more trusted. However, new research shows that this is not always the case.

"Verified reviews do not always bring trust; sometimes they erode trust in the brand."

The Background of the Research

French researchers examined 9,219 reviews on a European do-it-yourself retailer's website and shed light on this question. The reviews concerned electrical tools, and consumers' reactions to different types of feedback were analyzed.

The result was surprising: Unverified positive reviews increased the likelihood of the brand being recommended more than verified positive reviews. At the same time, they had the most positive effect compared to both verified negative and unverified negative reviews.

In other words, consumers found an unverified positive review more sincere, while they could see a verified positive review as the brand's attempt at manipulation.

First Survey: What Did the Students Think?

To understand the reason, the researchers conducted two surveys. In the first, 158 university students were shown a product page on a fictional furniture site. However, the reviews on the page were taken from a real e-commerce site.

When the students thought the reviews were written for manipulation purposes, both their trust in the product and their willingness to recommend the product decreased significantly. Interestingly, participants viewed the likelihood of the brand manipulating unverified reviews as lower. For this reason, unverified positive reviews increased trust and brought the likelihood of recommendation to its highest level.

"Consumers find unverified reviews more natural and sincere."

Second Survey: Bank Reviews

In the second survey, 518 participants evaluated reviews of a fictional online bank. Here, three different groups were formed:

• One group examined unverified reviews,
• Another group examined reviews verified by the bank itself,
• The last group examined reviews verified by a third party.

The result was again striking. The strongest predictor of someone recommending the bank was reading a good unverified review. While internal verifications appeared more credible than external verifications, neither had as much impact on the consumer as an unverified positive review.

Why Does Verification Backfire?

According to the researchers, verification is often perceived as the brands' "effort to control and steer." Especially positive verified reviews give the impression that the brand is playing in its own favor. This in turn damages the quality of the customer-brand relationship.

One participant's statement aptly summarizes the situation:

"When I see a verified positive review, the first thing that comes to my mind is the brand praising itself."

In short, the verification process can raise suspicion in the eyes of the consumer rather than building trust.

Implications for Companies

The researchers emphasize that companies do not need to spend large budgets and intensive time on verified reviews. Because this strategy can backfire.

• Positive verified reviews can create a perception of manipulation.
• Unverified positive reviews bring out the highest likelihood of recommendation.
• In negative reviews, the difference between verification and non-verification is relatively less effective.
• Brand trust is connected to the "perception of sincerity" rather than the "reality" of the review.

"Firms can spend less time, energy, and money on verified reviews."

The Power of Consumer Perception

Today's consumers are far more conscious about advertising and content than they used to be. Even the slightest hint that a review was written for manipulation purposes can shake trust. The verification process can fuel this suspicion.

The clearest result of the research: Customer trust is built on perceived sincerity rather than technological verification labels.

Conclusion: Less Verification, More Sincerity

This research shows that companies need to review their review strategies. Verification alone is not sufficient to build brand trust. On the contrary, it can backfire, especially in positive reviews.

What brands should focus on is obtaining genuine, natural, and honest reviews from customers. Allowing reviews to flow organically may be the most effective way to maintain brand trust.

"Real trust comes not from verification, but from sincerity."

Source

The academic article where the research was published:
When Review Verification Does More Harm Than Good: How Certified Reviews Determine Customer-Brand Relationship Quality – Journal of Business Research, 2023