Why we usually can't tell when a review is fake

Human beings have always loved reviews: word of mouth has long been regarded as one of the most valuable marketing tools available to a company. But the internet has made us all review mad. We love giving reviews, and we have grown to depend on them, too.

Researchers have found that more than of consumers read reviews online before they shop, and nearly of consumers say they've left an online review for a local business in the past year. Not only do we read a lot of reviews before we purchase anything these days, we also believe them: say they trust reviews as much as they do personal recommendations from friends and family members. And younger of 18 to 34-year-olds say they trust online reviews every bit as much as they do personal recommendations.