One of our Blueleaf experts wrote a few weeks ago about the change in Advertising Standards Authorities rules, meaning that they now have authority over websites. One of their concerns is that you are not allowed to censor negative reviews. This might sound scary, but some interesting research from Stanford University has found that customers are actually MORE likely to buy your product if there are a small amount of negative reviews. They found that the best sales occurred with products that have a majority of rave reviews, followed by one or two negative ones at the end.

According to the study, "The core logic is that when individuals encounter weak negative information after already having received positive information, the weak negative information ironically highlights or increases the salience of the positive information. This makes the positive information seem more positive and ultimately fosters more positive evaluations."

Interesting stuff and worth bearing in mind for your own review pages. We'd recommend you employ some testing to see if this works.

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