Why negative reviews convert more effectively into sales than positive reviews

[mandy]

What does it really take to sell something online?

Think about this for two seconds: You go to your favourite e-commerce site that sells books to check out the latest marketing book. You're about to buy it, but before you click the "add to cart" button, you peruse what other people thought of the book.

Even though the publisher describes it as the "feel-good marketing business book of the year," Sally from Pembroke, Ontario, lets you know that it's nothing more than regurgitated marketing pap that you've read a million times before. There is a handful of additional peer reviews on the same page that spell out a similar story. According to random strangers you have never met the book scores about a two out of a possible five stars.

Do you still buy the book?

Why do we trust random people over the publisher of the book?...

full article: http://www.twistimage.com/blog/archives/...unicating/