One of the elements that brands value is obtaining good results in consumer votes. To be the brand that achieves the most stars, that is positioned in the prominent positions in a ranking, the one that connects better with consumers. Different studies have shown the power that comments and opinions have when it comes to marking consumption. Consumers want to be able to leave comments about what they think and also seek to be able to read what others think and what others believe about a product or a service in order to feel influenced by those opinions when making their own consumption decisions. If a service is bad, they want to know it. And if one is good, too. For this reason, brands, especially those that operate in e-commerce, have created all kinds of tools to make it much easier for consumers to express their opinions and to leave their positions. One of the star elements of this type of format are the stars: the consumer can leave their assessment in a simple way, with one click and also see what other consumers think with a couple of clicks. They can be found practically everywhere, from the online supermarket to the super mega network bookstore to online travel agencies and reservation pages. How many stars do you give it? That is the key question asked everywhere.

But are these stars really valuable? Do they get relevant and valid information? Anyone who regularly uses Good Reads, the social network about books  Georgia Email List, will have faced that question. When you start to rate the books you read, you do so by making use of the ratings and what they say about them on the page itself. Three stars is a book that is good, four one that has excited you and five is a masterpiece of literature. Then you see the way in which the others score and the general averages and you begin to wonder if perhaps your scores are not too low and if in fact the data that those star scores say about the books is not the most reliable data and indicative of the world. The truth is that the perception that the user has when he votes a book in Good Reads and wonders if he is really doing it well and if what others are doing really has value is not so far from reality, as a study has just shown that It invites you to think about whether the power of the stars has not been overestimated in the scores and in the comments on the brands.

A study by researchers at the University of Colorado Boulder has just confirmed that the results of online scoring systems to see what the quality of the products works on a basis of illusion. In other words, the information is not really real and tangible, it is not really valid, and consumers are aware to some degree of this reality. “The probability that a product with a user score will have better results than one with a low score is only 57%,” explains Bart de Langhe, head of the study and professor of marketing at the university in question  In fact, and an even more interesting fact, a 50% match would actually be a matter of chance, which makes these rankings even more irrelevant. The study is based on the opinions obtained by 1,272 products from 120 different categories on Amazon. On the one hand, they have analyzed their positions by stars received. On the other, they have focused on their places on the bestseller lists. The bottom line is that one piece of information is not necessarily related to the other and that, in fact, high star scores do not advance sales. You can’t predict which product will sell the best from that alone.

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