Fake reviews still have an impact on consumers, even if individuals think they’re not genuine. This may seem counterintuitive, but psychology can shed some light on why.
Social proof is one significant factor. People trust products or services that are popular. Even if a testimonial is inflated or made-up, the mere fact that there is positive feedback gives an illusion of credibility. Consumers use cues instead of critical examination, particularly when they make decisions in haste.
Cognitive biases are involved as well. If a person is already interested in a product, they seek confirmation that it is a good one. A good review, even a dubious one, strengthens their desire to purchase. Emotional narrative enhances the impact. Testimonials tend to create feelings of excitement, change, or pressure—pushing people toward a purchase even if there are still doubts about authenticity.
A second reason why deceptive testimonials work is the marketing normalization of hyperbole. Most consumers believe that most brands inflate their reviews, making them more willing to accept a little suspect claims. Through this standard practice, fake testimonials become less surprising and more a normal part of the purchasing process.
But though false testimonials might be successful in the short term, they erode trust long-term. After customers feel they have been duped, they won’t come back. In the end, authentic customer reviews are still the strongest credibility-builder and long-term success-driver.
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