{"id":7667,"date":"2026-06-02T00:40:13","date_gmt":"2026-06-01T16:40:13","guid":{"rendered":"https:\/\/moresourcing.com\/three-things-to-know-about-assessing-customer-reviews\/"},"modified":"2026-06-02T00:40:13","modified_gmt":"2026-06-01T16:40:13","slug":"three-things-to-know-about-assessing-customer-reviews","status":"publish","type":"post","link":"https:\/\/moresourcing.com\/en\/three-things-to-know-about-assessing-customer-reviews\/","title":{"rendered":"Three Things to Know About Assessing Customer Reviews"},"content":{"rendered":"<p><\/p>\n<div>\n<div class=\"article-left-col\">\n<section class=\"article-topics\">\n<h4 class=\"article-topics__title\">Topics<\/h4>\n<\/section>\n<section class=\"article-section\">\n<h4 class=\"article-section__title\">Radar<\/h4>\n<p>\n            Brief insights on emerging trends in management from the opening pages of <cite>MIT Sloan Management Review<\/cite>\u2019s quarterly print magazine.        <\/p>\n<p>        <a href=\"https:\/\/sloanreview.mit.edu\/series\/radar\/\" class=\"article-section__link\"><\/p>\n<p>           More in this series<br \/>\n                      <\/a><\/p>\n<\/section><\/div>\n<aside class=\"article-ad ad-300  ad-300x600 ad-desktop\">\n<\/aside>\n<aside class=\"article-ad ad-300  ad-300x250 ad-mobile\">\n<\/aside>\n<figure class=\"article-inline\">\n<img fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"1290\" height=\"860\" alt=\"\" class=\"wp-image-127468\" srcset=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/06\/Three-Things-to-Know-About-Assessing-Customer-Reviews.jpg 1290w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/05\/2026SUMMER_Radar_3Things-1290x860-1-300x200.jpg 300w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/05\/2026SUMMER_Radar_3Things-1290x860-1-150x100.jpg 150w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/05\/2026SUMMER_Radar_3Things-1290x860-1-768x512.jpg 768w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/05\/2026SUMMER_Radar_3Things-1290x860-1-764x509.jpg 764w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/05\/2026SUMMER_Radar_3Things-1290x860-1-382x255.jpg 382w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/05\/2026SUMMER_Radar_3Things-1290x860-1-870x580.jpg 870w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/05\/2026SUMMER_Radar_3Things-1290x860-1-435x290.jpg 435w\" data-lazy-sizes=\"(max-width: 1290px) 100vw, 1290px\" src=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/06\/Three-Things-to-Know-About-Assessing-Customer-Reviews.jpg\"\/><img fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"1290\" height=\"860\" src=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/06\/Three-Things-to-Know-About-Assessing-Customer-Reviews.jpg\" alt=\"\" class=\"wp-image-127468\" srcset=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/06\/Three-Things-to-Know-About-Assessing-Customer-Reviews.jpg 1290w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/05\/2026SUMMER_Radar_3Things-1290x860-1-300x200.jpg 300w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/05\/2026SUMMER_Radar_3Things-1290x860-1-150x100.jpg 150w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/05\/2026SUMMER_Radar_3Things-1290x860-1-768x512.jpg 768w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/05\/2026SUMMER_Radar_3Things-1290x860-1-764x509.jpg 764w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/05\/2026SUMMER_Radar_3Things-1290x860-1-382x255.jpg 382w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/05\/2026SUMMER_Radar_3Things-1290x860-1-870x580.jpg 870w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/05\/2026SUMMER_Radar_3Things-1290x860-1-435x290.jpg 435w\" sizes=\"(max-width: 1290px) 100vw, 1290px\"\/><figcaption>\n<p class=\"attribution\">master1305\/Getty Images<\/p>\n<\/figcaption><\/figure>\n<div class=\"article-summary\"><strong class=\"article-summary__strong\">Summary: <\/strong><\/p>\n<p>Users can provide valuable product insights, but there are caveats companies should consider before changing a product or service in response to customer feedback. Researchers have found that women are less likely to leave negative feedback than men; self-selected reviewers aren\u2019t representative of broader user preferences; and high expert ratings can lead to unrealistic customer expectations.<\/p>\n<\/div>\n<div class=\"article-narration\">\n<p>    <a href=\"#narration\" id=\"narrationModal\" class=\"j-audio-trigger current-speed\" title=\"Three Things to Know About Assessing Customer Reviews\"><br \/>\n        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"50\" height=\"50\" viewbox=\"0 0 50 50\" fill=\"none\">\n            <g clip-path=\"url(#clip0_2534_8292)\">\n            <g clip-path=\"url(#clip1_2534_8292)\">\n            <path d=\"M25 50C38.8071 50 50 38.8071 50 25C50 11.1929 38.8071 0 25 0C11.1929 0 0 11.1929 0 25C0 38.8071 11.1929 50 25 50Z\" fill=\"#005B9C\"\/>\n            <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M19.985 25.0001V17.0708C19.985 16.5579 20.6336 16.2585 21.1033 16.5547L27.245 20.4252L33.6852 24.4837C34.0849 24.7358 34.0849 25.2645 33.6852 25.5166L27.245 29.5753L21.1033 33.4458C20.6336 33.7418 19.985 33.4423 19.985 32.9294V25.0001Z\" fill=\"white\"\/>\n            <\/g>\n            <\/g>\n            <defs>\n            <clippath id=\"clip0_2534_8292\">\n            <rect width=\"50\" height=\"50\" fill=\"white\"\/>\n            <\/clippath>\n            <clippath id=\"clip1_2534_8292\">\n            <rect width=\"50\" height=\"50\" fill=\"white\"\/>\n            <\/clippath>\n            <\/defs>\n        <\/svg><br \/>\n        <span>Listen to \u201cThree Things to Know About Assessing Customer Reviews\u201d <span>(03:27)<\/span><\/span><br \/>\n    <\/a>\n<\/div>\n<p><span class=\"smr-leadin\">How should companies<\/span> effectively use or respond to an unwieldy array of customer opinions? While consumer feedback can be invaluable, three recent research articles suggest that it may also be influenced by gender, niche preferences, or sky-high expectations, complicating whether and how companies should respond.<\/p>\n<p><strong>1. Not all users post critical reviews.<\/strong> A study of 1.2 billion online reviews across five major platforms identified a consistent and meaningful gender gap. Women\u2019s ratings are, on average, more favorable than men\u2019s, despite little difference in both groups\u2019 \u201creal\u201d attitudes. The researchers found that women are less likely to share negative reviews when dissatisfied \u2014 likely due to societal gender expectations. Women are concerned about possible backlash: being negatively evaluated themselves after posting an unfavorable review.<\/p>\n<p>Notably, however, when users were first prompted to report their opinions anonymously and only then asked to submit an online review, the gender rating gap disappeared. The researchers suggest that businesses could encourage women to share their opinions more openly by introducing a similar process.<\/p>\n<p><strong>2. Adopting user community feedback can backfire with mainstream users.<\/strong> Product developers can gain valuable insight by consulting user communities, but recent research finds that acting on such community feedback can sometimes undermine commercial success. An analysis of video games whose development was influenced by feedback from users who received early access found that the preferences voluntarily shared by self-selected community members can differ greatly from those of more mainstream consumers.<\/p>\n<p>These unrepresentative preferences are particularly salient in lower-priced games or those with niche appeal, suggesting that companies should ignore community feedback for such products until and unless they attract more broadly representative users.<\/p>\n<p><strong>3. Expert ratings can inflate consumer expectations \u2014 and deflate reviews.<\/strong> In the prestigious Michelin Guide, experts award star ratings to denote restaurant quality. Favorable expert opinions \u2014 more stars \u2014 do benefit sales, but a recent study suggests a mixed effect on diner perceptions. Researchers compared reviews by diners of Michelin-starred eateries versus a control group of fine-dining restaurants on the TripAdvisor platform and found a marked \u201cexpectation effect.\u201d<\/p>\n<p>Restaurants with multiple stars can find it harder to meet the inflated expectations of customers, who in turn lower their ratings when those expectations aren\u2019t met. While an increase in stars showed no impact on consumer ratings, a decrease in stars improved ratings as consumers became less demanding.<\/p>\n<p>Together, these research findings demonstrate that interpreting and acting on customer feedback can be a tricky and uneven endeavor. The customer, it seems, is not always right.<\/p>\n<div class=\"article-left-col--footer\">\n<section class=\"article-topics\">\n<h4 class=\"article-topics__title\">Topics<\/h4>\n<\/section>\n<section class=\"article-section\">\n<h4 class=\"article-section__title\">Radar<\/h4>\n<p>\n            Brief insights on emerging trends in management from the opening pages of <cite>MIT Sloan Management Review<\/cite>\u2019s quarterly print magazine.        <\/p>\n<p>        <a href=\"https:\/\/sloanreview.mit.edu\/series\/radar\/\" class=\"article-section__link\"><\/p>\n<p>           More in this series<br \/>\n                      <\/a><\/p>\n<\/section><\/div>\n<div class=\"article-authors\" id=\"article-authors\">\n<h4 class=\"article-authors__title\">About the Author<\/h4>\n<div class=\"article-authors__bio\">\n<p>Deborah Milstein is senior associate editor at <cite>MIT Sloan Management Review.<\/cite><\/p>\n<\/div><\/div>\n<div class=\"article-ref\" id=\"article-ref\">\n<h4 class=\"article-ref__title\">References<\/h4>\n<div class=\"article-ref__list\">\n<p id=\"ref1\"><b>1.<\/b> A. Bayerl, Y. Dover, H. Riemer, et al., \u201cGender Rating Gap in Online Reviews,\u201d Nature Human Behavior 9, no. 3 (March 2025): 507-520, <a href=\"https:\/\/doi.org\/10.1038\/s41562-024-02003-6\" target=\"_blank\">https:\/\/doi.org\/10.1038\/s41562-024-02003-6<\/a>.<\/p>\n<p id=\"ref2\"><b>2.<\/b> R.T. Allen, R. Bremner, and R.M. McDonald, \u201cListen to Your Users? Self-Selection in User Community Feedback and Commercial Impact,\u201d Academy of Management Journal, In- Press, published online April 9, 2026, <a href=\"https:\/\/doi.org\/10.5465\/amj.2024.0178\" target=\"_blank\">https:\/\/doi.org\/10.5465\/amj.2024.0178<\/a>.<\/p>\n<p id=\"ref3\"><b>3.<\/b> X. Li, Y. Deng, P. Manchanda, et al., \u201cCan Lower(ed) Expert Opinions Lead to Better Consumer Ratings?: The Case of Michelin Stars,\u201d Management Science 72, no. 3 (March 2026): 2427-2450, <a href=\"https:\/\/doi.org\/10.1287\/mnsc.2023.04302\" target=\"_blank\">https:\/\/doi.org\/10.1287\/mnsc.2023.04302<\/a>.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>#Assessing #Customer #Reviews<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Topics Radar Brief insights on emerging trends in management from the opening pages of MIT Sloan Management Review\u2019s quarterly print magazine. More in this series master1305\/Getty Images Summary: Users can provide valuable product insights, but there are caveats companies should consider before changing a product or service in response to customer feedback. Researchers have found [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7668,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-7667","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v25.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Three Things to Know About Assessing Customer Reviews - MORE SOURCING LTD<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/moresourcing.com\/en\/three-things-to-know-about-assessing-customer-reviews\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Three Things to Know About Assessing Customer Reviews\" \/>\n<meta property=\"og:description\" content=\"Topics Radar Brief insights on emerging trends in management from the opening pages of MIT Sloan Management Review\u2019s quarterly print magazine. More in this series master1305\/Getty Images Summary: Users can provide valuable product insights, but there are caveats companies should consider before changing a product or service in response to customer feedback. 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More in this series master1305\/Getty Images Summary: Users can provide valuable product insights, but there are caveats companies should consider before changing a product or service in response to customer feedback. 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