Why Men Don’t Read Product Reviews, and Why They Should

What's Hot


2 Types of Black Marks Might Vanish From Your Credit File SoonBorrow

6 Ways the Obamacare Overhaul Might Impact Your WalletInsurance

7 Dumb and Costly Moves Homebuyers MakeBorrow

This Free Software Brings Old Laptops Back to LifeMore

Obamacare Replacement Plan Gets ‘F’ Rating from Consumer ReportsFamily

Beware These 12 Common Money MistakesCredit & Debt

21 Restaurants Offering Free Food Right NowSaving Money

17 Ways to Have More Fun for Less MoneySave

House Hunters: Beware of These 6 Mortgage MistakesBorrow

30 Household Uses for Baby OilSave

25 Ways to Spend Less on FoodMore

Nearly Half of Heart-Related Deaths Linked to These 10 Foods and IngredientsFamily

5 Surprising Benefits of Exercising Outdoors in WinterFamily

10 Ways to Save When You’re Making Minimum WageSave

Boost Your Credit Score Fast With These 7 MovesCredit & Debt

7 Painless Ways to Pay Off Your Mortgage Years EarlierBorrow

The Most Sinful City in the U.S. Is … (Hint: It’s Not Vegas)Family

The True Cost of Bad CreditCredit & Debt

10 Companies With the Best 401(k) PlansGrow

This Scam Now Tops ID Theft as the No. 2 Consumer ComplaintFamily

6 Stores With Awesome Reward ProgramsFamily

6 Ways to Save More at Lowe’s and The Home DepotSave

6 Healthful Treats for Your DogFamily

New Study Ranks the Best States in the U.S.Family

Thousands of Millionaires Moving to 1 Country — and Leaving AnotherGrow

Strapped for College Costs? How to Get the Most From FAFSABorrow

6 Overlooked Ways to Save at Chick-fil-AFamily

Ask Stacy: What’s the Fastest Way to Pay Off My Mortgage?Borrow

Where to Sell Your Stuff for Top DollarAround The House

8 Ways to Get a Good Price on a Shiny New AutoCars

Ask Stacy: How Do I Start Over?Credit & Debt

Secret Cell Plans: Savings Verizon, AT&T, T-Mobile and Sprint Don’t Want You to Know AboutFamily

30 Awesome Things to Do in RetirementCollege

14 Super Smart Ways to Save on TravelSave

The Rich Prefer Modest Cars — Should You Join Them?Cars

You’ll Soon Pay More to Shop at CostcoSave

10 Ways to Save When Your Teen Starts DrivingFamily

A new survey backs up what we've all heard before: Guys don't have the patience for shopping. One of the effects of that is that they don't read product reviews. But there are ways to do that more quickly so you can save time and money.

A new survey suggests shopping online is like the real thing: Women care about the “experience,” while men just want to get the best deal and get out of there.

The study by Postcode Anywhere involved 1,000 people in the U.K., not the United States. But this sounds familiar…

“The poll agrees with a number of recent studies implying men prefer to read product descriptions and specifications than pore over online reviews. It has also been suggested that men respond less well to interaction in the buying process.”

The survey also found 36 percent more women than men rated customer reviews as “very important,” and that 22 percent more guys said reviews were irrelevant or didn’t matter much.

Why? Maybe because when it comes to money (and directions), men tend to assume they know what they’re doing even when they don’t. A New York Times story last year found men’s overconfidence hurt them as investors: “Male investors, as a group, appear to be overconfident… Women, on the other hand, appear more likely to acknowledge when they don’t know something – like the direction of the stock market or of the price of a stock or a bond.”

Sure, product descriptions can be helpful – when they avoid making features sound unique that aren’t. But reviews are more helpful – if you don’t waste time reading the lame ones. And with these tips, figuring out what to ignore will only take a few seconds. You should skip the ones that…

  1. Read like product descriptions. You’ve already read about all the feature highlights. What you need to hear about are reliability, sturdy construction, and value, which the description doesn’t cover.
  2. Vaguely praise. How often are you overly pleased with a product that did what you expected (and paid for) it to do? Skim and look for a reason why the product is so special. If it’s not there, move on.
  3. Lack specific complaints. Generally give more credibility to negative reviews, because it makes sense someone would want to review a product they’re unhappy with. But watch out for ones that just repeat things like “this sucks” or “it didn’t work.”
  4. Make no sense. Many reviews start out with this improbable but common sort of sentence: “This looked terrible but I bought it anyway.” They usually go on to say it’s surprisingly great. But why would you buy something that looked terrible? Don’t trust their judgment.
  5. Appear simultaneously. Several reviews posted in a short span of time probably came from the same source, and they may have bought it because they got a special bargain. (More cynically, the merchant could’ve paid fake reviewers to post a review.) The obvious exception is if the reviews all pop up right after the release date.
  6. Repeat the full product name. Unless they’re explicitly comparing models, ignore reviews that use the full name of a product more than once. These are probably spammers trying to game search engine results.

Also check out 11 Tips to Avoid Fake Reviews. And as the shopping season picks up, you may want to look at 5 Pitfalls of Online Holiday Shopping.

Stacy Johnson

It's not the usual blah, blah, blah

I know... every site you visit wants you to subscribe to their newsletter. But our news and advice is actually worth reading! For 25 years, I've been making people richer without making their eyes glaze over. You'll be glad you did. I guarantee it!

💰🗣📰

Read Next: 5 Easy Ways to Save on Your Cell Phone Bill

Check Out Our Hottest Deals!

We're always adding new deals and coupons that'll save you big bucks. See the deals to the right and hundreds more in our Deals section.

Click here to explore 2,060 more deals!