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Impact of Customer Reviews on Purchase Confidence

This project aims to investigate the impact of customer reviews on purchase confidence and willingness to buy a product. The hypothesis is that participants will show higher confidence and purchasing intent when presented with reviews compared to when no reviews are shown. The study will involve 20-30 participants rating their confidence and likelihood of purchase after viewing two versions of a product listing, one with fictional reviews and one without.

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zaranzafar06
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7 views2 pages

Impact of Customer Reviews on Purchase Confidence

This project aims to investigate the impact of customer reviews on purchase confidence and willingness to buy a product. The hypothesis is that participants will show higher confidence and purchasing intent when presented with reviews compared to when no reviews are shown. The study will involve 20-30 participants rating their confidence and likelihood of purchase after viewing two versions of a product listing, one with fictional reviews and one without.

Uploaded by

zaranzafar06
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Project Proposal: The Effect of Customer Reviews on Purchase Confidence

Aim of the Study


The aim of this project is to investigate whether customer reviews influence an individual’s
confidence and willingness to purchase a product. This study focuses on how social information
affects decision-making, particularly in situations where individuals have no prior experience
with a product.
Psychological Background
According to Lahey, individuals often rely on social cues and others’ opinions when forming
judgments, especially under uncertainty. In consumer contexts, customer reviews function as a
form of social influence that can reduce uncertainty and increase confidence. This project applies
this psychological concept to a real-world business scenario.
Research Question
Do customer reviews increase confidence and willingness to purchase a product?
Hypothesis
Participants will report higher purchase confidence and greater willingness to buy a product
when customer reviews are present compared to when no reviews are shown.
Method
Participants
Approximately 20–30 classmates or peers will participate on a voluntary basis.
Materials
A fictional product will be created to control for prior brand familiarity. Two versions of the
same product listing will be used:
 Version A: Product description with fictional customer reviews
 Version B: Identical product description without customer reviews
The reviews will be clearly stated as fictional and created solely for academic purposes.
Procedure
Participants will view both versions of the product listing and complete a short survey after each
one. They will rate:
 Purchase confidence
 Likelihood of purchasing the product
 Perceived trustworthiness
Responses will be measured using a 1–5 Likert scale. The order of presentation will be varied to
reduce order effects.
Data Analysis
Average scores for purchase confidence and willingness to buy will be calculated for both
conditions. Results will be compared to determine whether customer reviews had an effect on
participants’ responses. No advanced statistical analysis will be required.
Ethical Considerations
All products and reviews used in the study are fictional. Participants will be informed that the
materials were created for an academic experiment. No personal identifying information will be
collected.
Expected Outcome
It is expected that products with customer reviews will receive higher confidence and purchase
intention ratings, supporting Lahey’s explanation of social influence in decision-making.

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