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2min chapter
Why we buy what we buy - Richard Shotton
Uncensored CMO
The Pratfall Effect
A study done by Northwestern University huge study 111,000 product reviews 20 product categories and what they found was that to begin with as you would expect if the review of a product gets better people are more like to purchase it. Everyone of the 22 categories they looked at somewhere between there was a point at which if the reviews got any better then like to purchase Gantor decline. The peak point was between 4.2 and 4.5 their argument was this is an example of the pratfall effect that we find people or products exhibit a floor more appealing.
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