I ignored a twenty-year friendship and trusted the views of 3400 strangers. The biryani at the 4.6-rated restaurant tasted like the chef believed rice and vegetables were strange bedfellows. It was one of my worst dinners. Since that night, I have been asking myself why I overruled a man I know in favour of people I will never meet.
Economists say we tend to trust aggregated information over individual opinions because one friend is a single data point, while 3400 strangers are a verdict! Conveniently ignored is the fact that my friend knows my taste. He knows whether I like my food mild or fiery. The crowd knows none of this.
Thriving Fake Review Trade
Reputation has a measurable value. A Harvard Business School study by Michael Luca found that a one-star increase in a Yelp rating led to restaurant revenue rising by 5 – 9 per cent. Reputation clearly influences a customer’s decision to buy. When something is that valuable, people begin manufacturing it. Sellers pay for ratings, while reviewers receive free products or cashback. What is being purchased is not feedback but applause. The seller and reviewer may walk away pleased, leaving you as the loser in an auction you never entered.
On most platforms, 4.5 stars is no longer exceptional but almost the norm. People who write reviews tend to be either furious or thrilled, while others tap five stars out of politeness.
We fall for ratings because a number is easy to trust, while a friend’s advice requires us to remember and trust the person offering it.
A rating offers no relationship and, if the biryani disappoints, lets us blame the app. Psychologists call this social proof. Following the crowd once helped keep us safe, but today a crowd can be bought. Now reviews must be read like detectives. Reviews like “amazing food!!!” sounds like an advertisement, whereas “the gravy was too salty but the vegetables were fresh” sounds like a human being talking. Also examine rating patterns. A thousand reviews posted within a week may indicate a campaign rather than genuine popularity.
Two days ago, I went to Raghav’s place, and the biryani was extraordinary: smoky, fiery and slightly chaotic. When I checked the app afterwards, the rating was still 3.9. That may be the best recommendation of all. Sometimes the most reliable advice still comes from the person who knows you.
