Psychology of 1 Star Reviews in Online Shopping
In this blog let’s explore the psychology of 1 star reviews and why buyers leave a 1 star rating while shopping online, which can be complex and multifaceted.
Some possible reason for this behavior can be categorized as Negative Bias, Unrealistic Expectations, Disappointment, Venting Frustration and Confirmation Bias.
We shall see each in details with a few examples.
Negative Bias
Human beings tend to give more weight to negative experiences than positive ones, and this is known as negative bias. People are more likely to remember and report negative experiences than positive ones, which can lead to a higher number of 1-star reviews.
Example 1: A customer orders a product and receives it within the expected
delivery time, but the product doesn’t quite meet their expectations. They leave a 1-star review, focusing on the negative aspects of the product and delivery, and overlooking any positive aspects.
Example 2: A customer has had multiple positive experiences with a company in the past, but one time they receive a product that is not up to their standards. Despite the company’s attempts to resolve the issue, the customer leaves a 1-star rating because they are more likely to remember the negative experience than the positive ones.
Unrealistic Expectations
Some people may have unrealistic expectations of the product or service they are purchasing, and when those expectations are not met, they may leave a negative review. For example, a person may expect a $20 product to perform like a $200 product and be disappointed when it doesn’t.
Example 1: A customer purchases a cheap camera expecting professional-quality photographs. When the camera fails to deliver, they leave a 1-star review, even though the camera performs as expected for its price range.
Example 2: A customer orders a basic model of a popular phone and expects all the features of a high-end model. When the phone doesn’t have those features, they leave a 1-star rating.
Disappointment
Disappointment is a common emotion associated with negative reviews. If a person has high expectations for a product or service and those expectations are not met, they may feel disappointed and leave a negative review as a result.
Example 1: A customer orders a pair of shoes online and receives them within the expected time frame, but the shoes don’t fit as well as they had hoped. Despite the good delivery time, they leave a 1-star review because they are disappointed with the product.
Example 2: A customer orders a book online and receives it in good condition, but they are disappointed with the content. They leave a 1-star rating even though the book arrived as expected.
Venting Frustration
Online shopping can be frustrating, especially if there are issues with the product or delivery. Some people may use negative reviews as a way to vent their frustration and express their dissatisfaction with the situation.
Example 1: A customer orders a product and it arrives damaged. They contact customer service to initiate a return, but are frustrated with the amount of time it takes to get a resolution. They leave a 1-star review to express their frustration with the company.
Example 2: A customer orders a product and it arrives later than expected due to shipping delays. They leave a 1-star rating to vent their frustration, even though the delay was out of the company’s control.
On similar topic check out our blog impact of online reviews on purchasing decisions
Confirmation Bias
People may be more likely to leave a negative review if they already have a negative opinion of the product or the company. This is known as confirmation bias, where people seek out information that confirms their existing beliefs and ignore information that contradicts them.
Example 1: A customer has had a bad experience with a company in the past, and orders a product from them again. When the product has a minor issue, they leave a 1-star review because it confirms their existing belief that the company is unreliable.
Example 2: A customer orders a product from a new company and is dissatisfied with the packaging. They leave a 1-star review because it confirms their belief that only established companies can provide a satisfactory shopping experience.
Conclusion
1-star rating can be a valuable source of feedback for businesses, as they provide insights into areas for improvement. Understanding these factors can help businesses better respond to negative reviews and improve their products and services. However, it’s important to consider the psychology behind these reviews and take them with a grain of salt, as they may not always reflect the majority of customers’ experiences.