#University of Maryland #Consumer Reviews #Solo Experiences

Understanding the Influence of Solo Experiences in Consumer Recommendations

Research from the University of Maryland's Robert H. Smith School of Business highlights an intriguing finding: individual experiences significantly affect the impact of recommendations in leisure activities. The study suggests that reviews from those who engage in activities alone, such as visits to art galleries, museums, movies, or zoos, are often perceived as more trustworthy and credible than those from individuals who have company.

Professor Rebecca Ratner, a leading researcher in consumer behavior, has dedicated over a decade to studying solo consumers. Through her latest research titled, The Influential Solo Consumer When Engaging in Activities Alone (vs. Accompanied) Increases the Impact of Recommendations, published in the Journal of Marketing Research, Ratner and her team find that consumers tend to view individuals participating alone as more attuned to their activities. The result? Such solo experiences generate more persuasive reviews.

The underlying psychology is fascinating. People assume that someone who visits a zoo alone has a deeper interest in animals than someone who goes with friends merely for social interaction. This assumption enhances the perceived value of the review provided by the solo individual. Spanning various situations, the researchers evaluated actual reviews on Tripadvisor, detailing the party composition of each visitor. The analysis showed that recommendations from solo adventurers garnered more