Nielsen Company, un conglomerat americano-olandez cu sediul în New York, specializat în cercetări de piață și măsurarea audiențelor online, a realizat un studiu care arată cât de mult sunt influențați oamenii, în procesul de cumpărare, de experiențele celorlalți consumatori.
Lucrarea a demonstrat că aproape 59% din achizițiile online se fac după ce prima oară potențialul consumator citește recenziile celor care deja au cumpărat respectivul produs.
Studiul celor de la Nielsen Company a confirmat practic cele scrise de profesorul Robert Cialdini în celebra sa carte ”Influence: The Psychology of Persuasion” în care demonstra cât de mult sunt influențați oamenii de cei din jurul lor.
Studiile privitoare la comportamentul consumatorilor au ajuns în linii mari la aceeași concluzie: oamenii sunt tentați să își povestească o experiență, de la o noapte la hotel la o sesiune de shopping, atunci când aceasta a fost negativă. Opt din zece oameni țin să împărtășească și altora ce li s-a întâmplat. În schimb, atunci când sunt mulțumiți de produsul/serviciul achiziționat, doar trei din zece oameni o spun și altora.
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