is bucking down on its safety measures and adding new app development policies. Some changes are coming to Snapchat's platform, and it could impact the apps that brands are using to reach young people. New Policies for Snap’s Developer Platform
POSITIVE NEGATIVE SPACE KETTLE PLUS
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POSITIVE NEGATIVE SPACE KETTLE FULL
That full interview is coming exclusively to the Premium Podcast Feed tomorrow. If the opposite is true - in other words, are POSITIVE reviews discarded by brand-connected consumers? What putting small reviewer profiles on product pages does for conversion rates How marketers can increase that feeling of identity connection Their full conversation was about a half-hour long, and also covered things like: As a result, they stick to the brand, they protect the brand, and in some situations they even are more willing to buy that brand. So when they find that the review comes from somebody who is very different from them - demographic characteristics and purchasing patterns, etc - they actually use that as an excuse to discount that review as being less informative and legitimate. Nailya Ordabayeva: More specifically, what we found was that when consumers encounter these negative reviews of these brands to which they feel deeply connected, they start to scrutinize who, in order to look for reasons to potentially discount the the review and their purchase decisions. Tod: Your research found that if someone connects their identity to a brand, the negative reviews don't matter as much. What we found was that these deep connections that consumers have with their brands can actually protect brands from negative feedback that these brands receive from different other customers that consumers might wish to push away. Interestingly, this wisdom has been based on past research that did not consider the identity of the brand and the meaning of the brand for consumers in the implications of these negative reviews. Nailya Ordabayeva: Conventional wisdom would say that negative reviews are always bad.
Here's a portion of their conversation:ĭr. Tod spoke with the study authors earlier. Sometimes, that leads to shady practices like bribing or suing web sites that publish them.īut are negative reviews ALWAYS detrimental?Ī new study has found how social distance between a brand and consumer can change the effect of a bad review.
You've heard the advice: Avoid getting negative reviews on your product or company at all costs.
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