PULLMAN, Wash., Aug. 26 -- Washington State University issued the following news release:
Imagine hiking through the woods in search of wild berries. One looks perfectly ripe, so you pick it and take a bite, only to discover it's sour.
The experience might leave a bad taste in your mouth, and new research from Washington State University suggests online shoppers often experience something similar while reading online reviews.
Many retailers highlight a handful of "featured" product reviews to help shoppers sort through hundreds or even thousands of customer opinions. However, what makes those reviews useful isn't how many people vote them "helpful," but whether they reflect an individual shopper's priorities, the study finds.
Long The N...