Barry Feldman says, “Star ratings are simple, but they have an immense effect. They increase social proof, boost word-of-mouth marketing, and improve the results of paid ads. And, most important, they influence purchases.

So… What’s social proof?

Social proof is “a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.” That’s the answer you get by Googling “social proof,” courtesy of Wikipedia.

Stay tuned. The rest of this article is 99% jargon-free.

If you’re hip to the teachings of Robert Cialdini, author of Influence: The Psychology of Persuasion, you’re familiar with these six principles:

  1. Liking
  2. Reciprocation
  3. Consistency
  4. Scarcity
  5. Social validation
  6. Authority”.

The Highest-Spending E-Commerce Customers Are Seeing Stars—Star Ratings, That Is


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