They deter me when I’m on the fence about a product–and similarly, they can persuade me when I’m on the fence. Products that I’m already set on avoiding or totally gung-ho on getting are unlikely to be swayed by reviews, except when they come at a personal recommendation from a friend. Though for me, it’s easier to see the influence on my purchases for non-beauty items, and I very much rely on customer reviews (through sites like Amazon) to guide my purchases when I don’t know brands/products well.
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