by Joan Stewart
When I’m looking at book or product reviews on Amazon, nothing sets off my B.S. detector faster than dozens of reviews that are all five stars, and none less than that.
It’s the same at other sites.
When I was shopping online for living room curtains recently at a consumer site, I fell in love with a pair of white sheers with delicate embroidery for only $25 a pair. “How can they be any good if that’s all they cost”? I asked myself.
I jumped to the 47 reviews, almost all 5 star reviews. Customers gushed about how beautiful and feminine they looked. One person even said her interior designer complimented her on them.
Then there it was. The review that made me buy. [Read more…]