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November 21, 2025Marketing LettersOpen Access

The objectivity illusion and perceptions of online reviews

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Authors

JSJanina SteinmetzEPEmily Pronin

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Overview

Research demonstrates that the belief in objectivity can reduce persuasiveness of online reviews, impacting businesses' strategies.

Key Points

  • Readers evaluate online reviews as less persuasive when written by those high in objectivism—less likable.
  • Reviewers with a strong belief in their objectivity share these reviews more often, impacting reader perception.
  • The study analyzed reviewers' perspectives and how their beliefs affect both their writing and reader evaluations.
  • Understanding the objectivity illusion may help businesses enhance the quality and impact of online reviews.

Cite This Study

Steinmetz et al. (2025) studied this question.

synapsesocial.com/papers/6924e405c0ce034ddc34f876https://doi.org/10.1007/s11002-025-09805-2
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Can Negative Online Reviews Be Perceived Differently on Different Websites?2024
  2. 2Are Critics More Credible? When Positivity Is Expected, Negative Reviewers Are Perceived to Be Less Credible2026
  3. 3Revealing consumer review attitude through online review and website cues2024 · 16 citations
  4. 4Are some books better than others?2025
  5. 5Starting Positive: The Impact of Self-Presentation Concerns on Consumer Reviews2025