Brands Should Communicate Positive Reviews to Customers Post-Purchase

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Summary

Can reading online customer reviews (OCRs) influence the opinion of a consumer who has already experienced a product? The answer is yes, new research finds. It turns out, consumers are far more persuaded by online customer reviews than previously thought, according to this research. The findings have significant implications in how best to communicate with customers post-purchase.

Authors’ bios:
Jonas Colliander (jonas.colliander@hhs.se) is an associate professor at the Stockholm School of Economics. His research expertise centers on digital communication, inﬂuencer marketing, political communication and online disinformation.

Micael Dahlen (micael.dahlen@hhs.se) is a professor at the Stockholm School of Economics. He focuses on happiness, consumer behavior, social psychology and communications.

Helge Thorbjørnsen (helge.thorbjornsen@nhh.no) is a professor at the Norwegian School of Economics. His research specialties include consumer psychology, happiness, technology adoption and decision making.