Question

A researcher studies how online reviews affect purchase decisions, finding that products with 5-10 positive reviews were bought more often and received higher satisfaction ratings than those with 0-2 reviews or over 100 reviews. This suggests that while some social proof is helpful, excessive reviews can also deter buyers. The researcher concluded that:
A) No one trusts online reviews anymore.
B) The quantity of reviews doesn't matter for satisfaction.
C) A moderate amount of positive social proof increases purchase likelihood and satisfaction, whereas too little or too much can decrease it.
D) Only a massive number of reviews guarantees a good purchase.

Answer 1

C) A moderate amount of positive social proof increases purchase likelihood and satisfaction, whereas too little or too much can decrease it.

(Options A, B, and D contradict the reported findings.)