50 Times People Found Comedy Gold In The Reviews That Works Better Than Advertisements

According to Johnson, people are primarily swayed by online reviews due to their social nature. "Consumers rely on online reviews because they serve as powerful social proof, reducing uncertainty in decision-making. Human psychology is wired to seek guidance from others, especially in unfamiliar situations. Reviews tap into this instinct by providing real-world experiences that feel more trustworthy than marketing claims," the marketing psychology expert told Bored Panda via email.

"The volume of reviews also creates a 'wisdom of the crowd' effect—if many people endorse a product, it must be good. Additionally, negativity bias makes critical reviews particularly influential, as consumers perceive them as more authentic. Ultimately, reviews shape expectations and offer cognitive shortcuts, making them a dominant force in consumer choice," he said.

We were also interested in understanding just how big a potential problem fake reviews are, especially now that many internet users have easy access to generative artificial intelligence.

"Fake reviews—especially when they appear compelling—undermine this entire process, and sew mistrust between brands, platforms, and consumers. With generative AI, the scale and sophistication of fraudulent content are escalating. It's now possible to create fake reviews which are highly detailed and seemingly human, and to do so at an incredible scale. This is particularly dangerous given the fact that these AI-generated reviews are essentially indistinguishable from authentic ones," Johnson explained.

"Reviews play a crucial role in shaping purchasing decisions, acting as a form of social proof. When manipulated, they can distort perceptions, mislead consumers, and unfairly advantage or disadvantage businesses. AI-generated fake reviews are increasingly difficult to detect, mimicking genuine sentiment and even responding contextually," Johnson said.

"If platforms fail to address this, consumer skepticism will rise, reducing the credibility of all reviews. Google's initiative is a necessary step, but ongoing vigilance and advanced detection methods are essential."

The Guardian reports that Google has agreed to put in more effort to identify and then remove fake reviews in the United Kingdom. Part of this new strategy is likely to include sanctioning individuals and businesses that have manipulated their star ratings.

Furthermore, Google will issue warnings for business profiles that use fake reviews to boost their ratings, as per the Competition and Markets Authority (CMA). Back in 2021, the Authority investigated Google due to concerns that the global tech giant may have failed to take sufficient action to protect consumers from fraudulent reviews.