\ Executive Summary What we found: This research found that not only are reviews extremely valuable in influencing purchase decisions, but a number of circumstances factor into when and how reviews shape customer value. How star ratings, number of reviews, and price influence purchase behavior ! $ Online Reviews ... Especially for Perfect Ratings More is Not Matter — A Lot ... More Expensive ... and “Risker” Items Raise Questions Always Better How the source of the reviewer matters Verified Buyers Anonymous Reviews Verified Buyers Give Are Shaped Are Perceived Higher Ratings by Selection Bias as More Credible 4 \ How Online Reviews Influence Sales \ spiegel.medill.northwestern.edu