The Psychology Behind Consumer Advocacy.

User-generated content--ratings and reviews, and consumer submitted video, imagery, and Q&A content--have been shown to be highly effective in maximizing conversions and sales, but how do brands go about cultivating consumer advocacy for competitive advantage?

To find out, PowerReviews conducted a survey of consumers to uncover the psychology and motivations behind product reviewers across four generations: baby boomers, Gen Xers, millennials, and Gen Zers.

The highs and lows. A positive experience earns a product rating and review from more than 90% of consumers, and a negative experience will motivate over 75% to share their experience.

First impressions. Reviewers say overall product experience must be great right from the very first use. Some 76% of consumers--and 83% of Gen Zers--leave a review within the first week of receiving an item. One-third of consumers say they would post a review after using a product just once.

Younger reviewers are more prolific. Fifty-six percent of Gen Zers submit reviews more than once per month, compared to 47% of boomers.

Free samples and fraternity. Free samples are a critical...