Signalling honesty in customer reviews

When someone says "I'll be honest" or “I don’t want to be mean…” before criticising a product, they're actually increasing others’ desire to buy it.

By using dispreferred markers like these, the reviewer is softening what they are about to say, and increasing how likeable they seem as a result.

It’s a social risk to be negative, so proclaiming their willingness to say it anyway enhances their credibility.

But what does it do to the product that’s being reviewed?

👉 Strangely, these markers INCREASE the odds others will buy.

Why?

It couches the review in affection. It’s a reluctant negative. 

The likeability and credibility of the reviewer spill over to the product, and people therefore look more favourably on it. 

If you want to know exactly how to apply behavioural science findings like these to your small-medium business, consider becoming a Just Do This member.

Ref: Ryan Hamilton, Kathleen D. Vohs, Ann L. McGill, We'll Be Honest, This Won't Be the Best Article You'll Ever Read: The Use of Dispreferred Markers in Word-of-Mouth Communication, Journal of Consumer Research, Volume 41, Issue 1, 1 June 2014, Pages 197–212, https://doi.org/10.1086/675926