“It charged my phone f*****g fast” “This dishwasher is damn quiet” 🤬 New study: swear words make reviews more powerful Swear words break a taboo. People rate reviews with swear words as more helpful and like the product more (if the review is positive) or less (if negative) than when a swear word isn’t used. Why? Swear words show the reviewer’s strong feelings for the product. It works for up to 3 swear words, and it’s better if they’re uncensored, not censored (“s**t”). Link to the full #research in the comments (free to access!).
Great piece! I think people who swear are perceived as more honest and authentic, so must be the same mechanism at play here.
I think it works because it makes a review seem less likely to be fake. People tend to assume that fake reviews are more "polished" (whether that's a right or wrong assumption is another question).
The Mark Ritson effect?
Love this! Thank you for sharing Thomas McKinlay!
BSH Home Appliances Group dishwashers are definitely damn quiet :)!
Foti Panagiotakopoulos, Aggelos Mouzakitis worth a look
cc Ali M.
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1yResearch by Katie Lafreniere, PhD, Sarah Moore, and Robert Fisher: https://doi.org/10.1177/00222437221078606