Even a single negative review can sink a good product, says study

Online retailers have every reason to be concerned about negative reviews, as they severely reduce the appeal of a product. An extensive study by Marton Varga of Bocconi's Department of Marketing and Paulo Albuquerque (INSEAD), recently published in the Journal of Marketing Research investigates to what extent negative reviews can influence prospective buyers and finds that even a single bad impression can put people off a purchase.