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Reviews of goods and services on the Internet are an ambiguous thing. They can be very useful, but they can also be fake. It often happens that business owners and their friends themselves write fake positive reviews about products or establishments. How can you recognize such reviews? scientists saythat you already have a tool for this. This is your intuition.
The study of intuition
Scientists from York University (Canada) and Nanyang Technological University (Singapore) conducted a study involving 380 volunteers. The subjects had to rate the reviews on the pages of three hotels. Some of these reviews were real, some were fake. Participants in the study had to recognize fake reviews. At the same time, they could rely on both general intuition and pay attention to the parameters that are used by computer algorithms to detect fake reviews.
The computer algorithms that are used to weed out fake reviews tend to pay attention to the detail of the review, the frequency of superlative adjectives, and other features that can distinguish a genuine review from a fake one. But scientists have found that people are surprisingly good at spotting fake reviews without any algorithms.
Of course, not everyone is equally good. Fakes are best detected by those who initially treat online reviews with a certain amount of skepticism and do not trust everything that is written. And, according to scientists, it is in this slight skepticism that is the key to the problem.
Slight skepticism
Scientists suggest that in order to effectively identify fake reviews, people must initially be “tuned” to look for signs of deception. For example, you go to the page of a restaurant and see a series of accolades. At this point, you should ask yourself the question: “What if this restaurant is not as good as these reviews say?”
Of course, businesses should stop writing fake reviews. But we all know that it will never stop. Millions of people choose products, hotels and cafes based on reviews from other users. Obviously, this encourages companies to fake testimonials. At the moment, there is no technology that would allow 100% effective screening of fakes. But, according to scientists, your intuition works as well as, if not better than, existing algorithms. And you can train her.
“Online users often fail to spot fake reviews because they don’t look for preemptive signals of deception. This habit needs to be changed. If the habit of looking at reviews with skepticism is practiced long enough, users will eventually be able to rely on their intuition to detect fake reviews.”writes Dr. Snehasish Banerjee, one of the authors of the study.
Also, scientists recommend trying to isolate useful factual information from reviews. For example, the review “Breakfast was good” is not very informative. What exactly was good about him? What specific food was good? Specific details may indicate that the person really knows what he is talking about. You should also be wary of reviews that seem overly positive or written in a falsely casual style.
In general, the recommendation is simple. “Turn on” skepticism and do not believe everything that is written on the Internet. Your intuition will do the rest for you.
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