The blemishing effect

What if I were to tell you that an average review could make you more sales?

Sounds too good to be true, right? Well, let me introduce you to something fascinating – the blemishing effect.

This psychological phenomenon is where customers perceive positive information more strongly when some negative information is presented.

Two Stanford professors tested this effect by presenting two groups of people with a pair of hiking boots.?

For the first group, they presented only positive aspects of the boots. But for the second, they presented the positive aspects along with one minor negative (the “blemish”).?

They found that the second group were 20% more interested in buying the boots.

So why do blemishes enhance the appeal?

?? The power of contrast: when you present just one negative aspect alongside the positive ones, the positive information seems even more positively charged. It's all about creating a relatable contrast.

?? Increased credibility: when customers see a mix of reviews, they get the sense you're not hiding anything. This helps build trust and encourages them to buy.

?? Confirmation bias: introducing positive aspects first makes people lean towards a positive perspective. When minor negatives are presented, it often strengthens their positive perception even more.

Try this out: Next time you receive a slightly negative review, resist the urge to bury it.

You might just find that blemish turns into a beauty spot for your business.

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