extreme examples in which the companies themselves were fake. In fact, the four least trustworthy ads were online, all below 41%. And while newspaper ads dropped two percent from the previous survey a couple of years ago, they still are 61% trustworthy, and newspaper stories that reviewed products were at 69%.
[NOTE: Thanks to Bill Thomas in Birmingham for his Twitter about the Nielson research.]
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Jul 9, 2009
Who do consumers trust?
Nielson is out with research about who consumers trust when it comes to buying products. While some of the "comments" following the article draw the conclusion that "new media" is killing the traditional advertising routes, look at the graphic in the article closely. Not a big surprise that the most reliable way to convince people to buy is to get someone they know to make a recommendation. 90% of those questioned say they trust what they hear from people they know. But 70% trust "consumer opinions posted online". What's that all about? Just because somebody calling themselves "Joe from Pell City" recommends a product you'll buy it? There is an entire industry built around paying people to write supposed "consumer recommendations" for products! It even has a name: "Shill reviewing." Last month The NY Times wrote about 
extreme examples in which the companies themselves were fake. In fact, the four least trustworthy ads were online, all below 41%. And while newspaper ads dropped two percent from the previous survey a couple of years ago, they still are 61% trustworthy, and newspaper stories that reviewed products were at 69%.
[NOTE: Thanks to Bill Thomas in Birmingham for his Twitter about the Nielson research.]
extreme examples in which the companies themselves were fake. In fact, the four least trustworthy ads were online, all below 41%. And while newspaper ads dropped two percent from the previous survey a couple of years ago, they still are 61% trustworthy, and newspaper stories that reviewed products were at 69%.
[NOTE: Thanks to Bill Thomas in Birmingham for his Twitter about the Nielson research.]
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Now this could get philosophical, Tim!
ReplyDeleteWhy do people act and behave as they do?
My own take on the topic is that, it is our nature to want to believe. We are by nature, creatures that trust.
So naturally, when we feel/believe/perceive that we or our trust have been abused, or unfairly taken advantage of, we either become cynical, or "take it on the chin," and move on "chalking it up to experience.
What's the phrase? "I said in my haste, All men are liars."