Isn't it strange that we tend to TRUST the opinions of regular people over experts when considering buying something? You're more likely to believe many good reviews from everyday people than one good review from a so-called pro. It's like our brains are wired to feel safer when many agree on something. Back then, sticking with the group meant survival, so it's a leftover instinct. And why do we trust regular people more than experts? It's all about fitting in. We want to feel like we belong and listen to people who seem more like us. But that's not to say expert opinions don't matter. We pay attention to the pros in some areas, like money stuff. But even then, the crowd's opinion still counts for a lot. So next time you're shopping and notice yourself leaning toward what everyone else is saying, remember it's not just about the product - it's about our brains doing their thing and us wanting to feel like we're part of the gang.
Mob rules. Yet more research has just been published evidencing that consumers are still more likely to purchase after reading poor reviews from experts if they subsequently see good reviews from other consumers, than they are if they see good reviews from experts but poor reviews from fellow consumers. We have seen similar behaviours and explained it psychologically as: - cognitive bias in our perception that majority decisions indicate safety and security. - in group / out group persuasion - the perception that people like us are more relevant and so we tend to copy them and reject those we feel are different (experts!). This is because we see in financial decisions people who consider themselves 'experts' tend to be more influenced by expert opinions than they do consensus among consumers - social integration bias - the need to maintain our sense of connectivity and shared value with others around us
