Reviews through the eyes of the consumer: mechanisms of perception and influence on purchasing decisions

The article is devoted to the study of the mechanisms of perception and influence of reviews on consumer behavior when making purchase decisions. The author emphasizes that consumers regularly turn to reviews as an additional source of information about the product. The degree of trust in reviews is formed by a combination of factors such as quantity, quality of information, source, presentation format, and consistency with personal experience. The paper analyzes the key mechanisms by which reviews influence the choice of goods and services, presented through several levels, including perceptual, cognitive, emotional and social. Special attention is paid to the role of positive and negative comments in forming opinions about a product, as well as the psychological aspects of information perception, namely, how emotional tone and subjective opinion can enhance or weaken the desire to make a purchase. The results of the study help to better understand how reviews affect customers and how marketers can use this data to optimize communication with consumers, increase trust and form long-term relationships.