On the surface one would imagine user reviews to be somewhat less than meaningful for our own lives. After all, we have unique circumstances that a stranger cannot even begin to understand, so what was useful to them in their life surely cannot be the same in our own.
Yet user reviews remain an incredibly powerful and persuasive force in our buying decisions. Some research goes as far as to suggest that user reviews influence our buying decisions more than anything else.
Therefore some new research published recently into why this might be so should be essential reading to marketers everywhere.
The research found that complete strangers were much better at predicting our pleasure than we were ourselves. All of which suggests a few things.
- We kinda suck at knowing what we'll enjoy
- Our unconscious is much better than our conscious mind at predicting future pleasure
- Strangers can tap into this just by looking at our faces
So the moral of the story is that people even remotely similar to us are actually very good at predicting what we'll find enjoyable. This research suggests we should pay more heed to other people's advice as it can be better than our own judgements.