Do people trust 5-star reviews?

According to research by Northwestern, purchases are most influenced by reviews with an average rating of 4.2 to 4.5 stars out of 5 — making this the ideal average star rating for purchase probability. “Consumers perceive ratings closer to a perfect 5 stars as too good to be true,” the report suggests.



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According to research by Northwestern, purchases are most influenced by reviews with an average rating of 4.2 to 4.5 stars out of 5 — making this the ideal average star rating for purchase probability. “Consumers perceive ratings closer to a perfect 5 stars as too good to be true,” the report suggests.

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Common Sense Media uses a scale of one to five, where 3 stars are Just fine; solid and anything lower is Disappointing at best. There is no agreement on what the lowest rating should be. Some critics make one star or a half-star their lowest rating.

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