Sometimes, products, services and companies fully deserve the harsh reviews they may get online–bad service, shoddy products and questionable business practices are all valid reasons to call out the culprits and warn others away from a potentially negative experience. Not only can such reviews act as a public service, but some are hugely entertaining (you’ve seen Amazon’s review page for these Haribo gummy bears, right?).
But what if the online reviews upon which customers are basing purchasing decisions are totally fabricated?
According to recent YouGov research, a surprising 21% (one fifth!) of Americans who have reviewed a product or service online say they have done so without ever buying, using or trying that product or service. Who would do this, you ask? Surely this is the behavior of young, bored, immature kids, right? Wrong. We’re talking adults, here. And not just any adults–parents. Read more