It's a well-known fact that consumer reviews have completely changed the way that people shop. No longer do consumers rely solely on media or brand representatives to inform them of the pros and cons of products that they are interested in. But what is it about reviews that makes them such an influential part of the decision-making process? Kimberly Ruthenbeck, director of web experience at Room & Board, talks to iMedia about the power of both good and bad reviews.
Article written and video edited by media producer Brian Waters.