Business models[edit]
Review sites are generally supported by advertising. Some business review sites may also allow businesses to pay for enhanced listings, which do not affect the reviews and ratings. Product review sites may be supported by providing affiliate links to the websites that sell the reviewed items, which pay the site on a per-click or per-sale basis.
With the growing popularity of affiliate programs on the Internet, a new sort of review site has emerged: the affiliate product review site. This type of site is usually professionally designed and written to maximize conversions, and is used by e-commerce marketers. It is often based on a blog platform like WordPress or Squarespace, has a privacy and contact page to help with SEO, and has commenting and interactivity turned off. It will also have an e-mail gathering device in the form of an opt-in, or drop-down list to help the aspiring e-commerce business person build an e-mail list to market to.
Because of the specialized marketing thrust of this type of website, the reviews are not always seen to be objective by consumers. Because of this, the FTC has provided several guidelines requiring publishers to disclose when they benefit monetarily from the content in the form of advertising, affiliate marketing, etc.[3]
Impact[edit]
Studies by independent research groups like Forrester Research, comScore, The Kelsey Group, and the Word of Mouth Marketing Association show that rating and review sites influence consumer shopping behavior.[4] In an academic study published in 2008, empirical results demonstrated that the number of online user reviews is a good indicator of the intensity of underlying word-of-mouth effect and increase awareness.[5]
Anonymity[edit]
Originally, reviews were generally anonymous, and in many countries, review sites often have policies that preclude the release of any identifying information without a court order. According to Kurt Opsahl, a staff attorney for the Electronic Frontier Foundation (EFF), anonymity of reviewers is important.[6]
Reviewers are always required to provide an email address and are often encouraged to use their real name. Yelp also requires a photo of the reviewer.[7]
History[edit]
The popularity of rating people and their abilities on a scale, such as 1–10, traces back to at least the late 20th century, and the algorithms for aggregating quantitative rating scores far earlier than that. The 1979 film 10 is an example of this. The title derives from a rating system Dudley Moore uses to grade women based upon beauty, with a 10 being the epitome of attractiveness. The notion of a "perfect ten" came into common usage as a result of this film. In the film, Moore rates Bo Derek an "11".
In 1990, one of the first computer-based photographic attractiveness rating studies was conducted. During this year psychologists J. H. Langlois and L. A. Roggman examined whether facial attractiveness was linked to geometric averageness. To test their hypothesis, they selected photographs of 192 male and female Caucasian faces; each of which was computer scanned and digitized. They then made computer-processed composites of each image, as 2-, 4-, 8-, 16-, and 32-face composites. The individual and composite faces were then rated for attractiveness by 300 judges on a 5-point Likert scale (1 = very unattractive, 5 = very attractive). The 32-composite face was the most visually attractive of all the faces.[9] Subsequent studies were done on a 10-point scale.
In 1992, Perfect 10 magazine and video programming was launched by Xui, the original executive editor of Spin magazine, to feature only women who would rank 10 for attractiveness. Julie Kruis, a swimsuit model, was the original spokesmodel. In 1996, Rasen created the first "Perfect 10 Model Search" at the Pure Platinum club near Fort Lauderdale, Florida. His contests were broadcast on Network 1, a domestic C-band satellite channel. Other unrelated "Perfect 10" contests became popular throughout the 1990s.
The first ratings sites started in 1999, with RateMyFace.com (created by Michael Hussey) and TeacherRatings.com (created by John Swapceinski, re-launched with Hussey and further developed by Patrick Nagle as RateMyProfessors). The most popular of all time, Hot or Not, was launched in October 2000. Hot or Not generated many spin-offs and imitators. There are now hundreds of such sites, and even meta-sites that categorize them all. The rating site concept has also been expanded to include Twitter and Facebook accounts that provide ratings, such as the humorous Twitter account WeRateDogs.