Customer reviews are a powerful way to influence potential buyers and boost your brand reputation. But how can you encourage your customers to leave positive and honest feedback? In this article, you'll learn how to apply some consumer psychology theories to improve your customer reviews and enhance your marketing research.
Social proof theory states that people tend to follow the behavior of others, especially when they are uncertain or unsure. You can use this theory to increase the number of customer reviews by showing how many people have already reviewed your product or service, and highlighting the most popular or helpful ones. You can also use social proof to influence the tone and content of customer reviews by displaying positive ratings, testimonials, or endorsements from trusted sources.
Most companies today use social proof in one form or another. For instance, they might have a banner on the website that says, "Join over 10,000 satisfied users who have reviewed our project management software," or they might use visual video testimonials to encourage potential customers.
3 thoughts: 1. showing only positive reviews is misleading/manipulation; it's a dark pattern. Don't do it. 2. SP can only be used of it's actually there. Using SP with only 8 reviews could even backfire. Don't lie about numbers or average star ratings. However, if you have low numbers but you do see a trend, you could communicate growth instead of absolute numbers: 'more and more positive reviews are coming in every day ' This is called Dynamic Social Proof. People also want to be part of a movement or trend. 3. SP combined with scarcity = extra strong. It constitutes competition.
In the digital landscape, it's evident that platforms like Google My Business have become pivotal in shaping our decision-making processes. The reliance on 'stars' and 'reviews' is more than a mere trend; it's a reflection of how digital validation influences our choices and expectations. Social proof is the new word of mouth of our age. It has always been driven by experiences, and it has always been a powerful driver of consumer behavior. However, the dynamic has intensified with the advent of influencer marketing. Brands now leverage influencers not just to reach audiences but to sway them, sometimes blurring the lines between genuine recommendation and strategic persuasion.
Great contributions from LinkedIn colleagues, and as Jessica has mentioned, applications of cognitive dissonance theory assuming (higher involvement purchases) include how to reduce it - i.e. reaffirm or validate the customer choice using many of the tactics contributors have suggested. Classic longer-term IMC help achieve this as well.
When applying social proof theory, it is crucial to maintain ethical standards, transparency, and authenticity in what is being communicated. It should never be fake or forced on to a consumer. Always focus on providing a quality product or service, as ultimately positive reviews showcased should be an honest reflection of customer satisfaction .
Cognitive dissonance theory suggests that people experience psychological discomfort when their beliefs or actions are inconsistent. You can use this theory to improve customer reviews by creating a sense of commitment and consistency in your customers. For example, you can ask them to rate your product or service before they receive it, or to share their expectations or goals before they use it. This way, they are more likely to justify their purchase and give positive feedback afterwards.
To address cognitive dissonance, ensure that your product or service lives up to its promises. When customers have a positive experience that aligns with their expectations, they experience less cognitive dissonance and are more inclined to leave favourable reviews. Clear and honest communication about your offerings can help manage expectations and reduce the likelihood of conflicting thoughts.
Ever felt a bit uncertain after making a purchase? That feeling when our thoughts and actions don't quite sync up. Here's a little trick for businesses: after a customer buys something, give them a virtual high-five. Say thanks and tell them they nailed it with their choice. Remind them of all the good stuff they gained from the buy—how it solved their problem like a champ. And here's the kicker: ask them to shout about their awesome experience! When they share their happy stories, it's like their beliefs and actions are doing a perfect high-five, which is pretty cool, right? That's how you turn post-purchase uncertainty into a happy, confident customer.
Encourage positive customer reviews by highlighting the good things about the product or service, making sure it aligns with what customers care about, and addressing any worries they might have through clear communication. Ask customers to focus on the positive aspects of their experience, reducing conflicting thoughts and making them more likely to share favorable reviews.
Cognitive dissonance does not only work to drive reviews (I acknowlege that this is the discussion topic), but I have learned being a salesman at a certain point in time. Asking the client about what they're looking to achieve through their purchase, repeating it again, and then showing them how that will happen will impact the deal closing ratio. I have tried this first hand selling cars. This is the case when making decisions on an investment that is either big or non-essential for the buyer. If this theory can close a deal, it can definitely drive a good review.
Encourage customers to leave reviews shortly after their purchase or experience. This timing often captures their most positive sentiments, as their recent experience aligns with the satisfaction of their purchase decision.
Reciprocity principle implies that people feel obliged to return a favor or a benefit that they have received from someone else. You can use this principle to improve customer reviews by offering your customers something valuable or rewarding in exchange for their feedback. For example, you can give them a discount, a free trial, a bonus, or a referral program. You can also thank them personally and publicly for their reviews, and show them how their feedback helps you improve your product or service.
Utilise the reciprocity principle by offering customers value even after their purchase. For example, provide post-purchase resources, exclusive content, or discounts. When customers feel they've received something extra, they are more likely to reciprocate with positive reviews as a way of expressing gratitude.
Word of mouth is the most effective marketing tool. However, it is also the most difficult tool to use because it is dependent on the level of the three main things in any business: Value, Service, Qualty
Not that not all reciprocity happens at the purchase point some of the best brands enable their customer service teams to reward/recognise loyalty at the right moment (think a pet care brand sending flowers when a pet food was cancelled).
Reciprocity is an extremely effective way to generate reviews for Your Business. But your business will truly grow to the next level, when customers relate to your brand so strongly, that they start reviewing you, even without any incentive
Reciprocity principle is about capturing the emotional peek after delivering a service or making someone a favor. That being said, it's very important to design a process where customers are enticed to share a feedback before the final delivery of the service. Example: - If you're running a restaurant: Review before receiving the food but still at store enjoying the experience. The overall environment needs to help. - If you're a service provider, review before delivering the very last piece / milestone of the project.
Scarcity principle states that people perceive things as more valuable or desirable when they are rare or limited. You can use this principle to improve customer reviews by creating a sense of urgency or exclusivity in your customers. For example, you can limit the number of reviews that you accept, or the time that you offer a reward for feedback. You can also emphasize the benefits of being among the first or the few to review your product or service, and how their feedback can make a difference.
Many platforms now utilise this scarcity theory to trigger a sense of urgency or exclusivity. Yet, businesses need to bear in mind that overuse of the tactic can erode trust if customers feel manipulated and potentially lead to negative sentiments which is a showstopper for a longterm sustainable growth.
People have fear of missing out. They believe if something is exclusive then they definitely want to be a part of. Deals to get feedback or positioning the customer premium saying we take feedback only from our premium customers will definitely help a brand to get customer feedback
Scarcity principle is the reason why passengers (some) would do Facebook check-in and leave a public review at an Airport First Class Lounge. Speaking of that, creating the setting in which the clients/potential ones can feel special and differentiated is essential for almost every business. Some brands are for the mass, but they managed to build meaningful connections and deliver well on their differetiative positioning that create FOMO on being exclusive. Brands who achieved this status: Apple Starbucks Tesla American Express Foodics (a Restaurant Management Software in the Middle East)
You can use the scarcity principle strategically in your communication with customers. Highlight limited-time offers or exclusive promotions that create a sense of urgency. When customers perceive the opportunity as scarce, they may be more motivated to leave reviews to share their positive experience and encourage others to act quickly.
Create urgency around leaving a review. For example, offer a limited-time reward for those who leave feedback. This principle plays on the human tendency to value things that are, or seem, scarce.
Self-determination theory proposes that people have three basic psychological needs: autonomy, competence, and relatedness. You can use this theory to improve customer reviews by satisfying these needs in your customers. For example, you can give them the freedom to choose how and when to review your product or service, and provide them with clear and easy instructions. You can also acknowledge their skills and expertise, and invite them to share their opinions and experiences. You can also connect them with other customers or communities, and foster a sense of belonging and trust.
One of the biggest challenges is getting customers to give feedback or leave a review. Lengthy surveys or questionnaires are counter-produxtive. What adds to the challenge is the fact is this typical human behaviour... When a customer is dissatisfied, he/she is more likely to proactively leave feedback (rant?) on each and every social platform possible! But when a customer is satisfied, he/she seldom goes on each social platform to leave rave reviews! Therefore, the buyer should try and make giving reviews as quick and as effortless as possible. When customers get to choose the manner in which they get to give feedback, it will give them a feeling of being "control" - less "manipulated" or "coerced."
It is important to respect customers autonomy and empower them to leave reviews voluntarily. Avoid overly intrusive or pushy tactics. Allow customers to decide when and where they want to share their feedback. When customers feel they are making the choice independently, their reviews are likely to be more genuine and positive.
The use of these theories is very useful. However to make it most effective its important to set the entire research study using these theories. Often they are used at the time of analysis and then the data is insufficient to use the model with.
Give customers a sense of autonomy and importance. Invite them to share their honest feedback and assure them that their opinions will help shape your products or services. This can increase the likelihood of them providing insightful and constructive reviews.
How about providing the best possible experience? Assuming that you have the best possible product? Rather than “gaming” the system…be real. Ask for serious feedback. Don’t be skittish to receive critical reviews. In fact review l’usat that are all “5s” are suspect. Be sure to answer every negative, even mildly, with a thank you and a view to how they might use the product/service differently or how you might help them or how you might fix it. Years of customer research show that those who take the time to complain are often your most evangelical supporters of you can make it right. BE REAL….LISTEN…..ENGAGE…..FIX
Ethical Practices: Ensure that your use of consumer psychology principles is ethical and transparent. Avoid manipulating customers or deceiving them into leaving reviews. Consistency: Maintain consistent communication with your customers throughout their journey, from pre-purchase to post-purchase. This can influence their overall experience and, subsequently, their reviews. Response to Reviews: Engage with customer reviews, both positive and negative. Responding to reviews shows that you value customer feedback and are committed to improving their experience.
Happy to join the chorus of disapproval for this topic, and go full Melle-Mel: Don't do it!* Massive waste of time and energy, when you could be doing something more productive, like making good products and services. The best review is a repeat purchase: focus on that. *Baby
In this day and age we’re all researchers so how you treat your teams (those that represent your brand across all levels) matters just as much as ticking the customer review secured box.
Authenticity and Transparency is the cornerstone of customer love, customer loyalty, customer referral and thereby eliciting and not soliciting a review. Today, the discerning customer is very intelligent and evolved. They are aware when they are being gamed. Don't do it. Ever. Instead, in my experience always strive towards excellence in your product offering, services offering, customer experiences laced with moments of delight and the reviews will follow. Solicit feedback from customer to continuously improve your offerings thereby positively and organically influencing reviews.