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reviews Feeling out the fakes "This is what happens in real life," Azimi says. "The writers of those fake reviews, sometimes they're hired by companies. They get paid a high amount of money and they have to sound pretty real." And not just to write a glowing review of a product or a hotel. "You can always hire somebody to write a negative review about your competition," she points out. When asked why they thought a bad review was trustworthy, participants revealed that they assumed that a negative diatribe about a company would be more truthful than a glowing endorsement. They didn't fully account for the possibility that the reviewer might want to harm the business. It could be that without those distractions, we might do better at identifying fakes. There is a theory that it's easier to determine whether someone is telling the truth when one reads the account of what they say, rather than seeing them say it. Emotion was also important in convincing readers - or the lack of emotion, at least. Azimi says study participants tended not to trust reviews where the writers expressed their feelings in a big way. The more dispassionate that negative write-up, the more likely it was to take the reader in. Other keys to a convincing review were the fluency of the writing, and the readability of the text. With a positive review, the more the test read like an ad, Azimi says, the less likely the participant was to believe it. Typos and grammatical errors, meanwhile, tended not to sway people either way. The fake reviews written for Azimi's study were put together by humans, but increasingly, fake reviews are being written by machines. In the past, these bogus endorsements or critiques have been relatively easy to spot, but programs like ChatGPT and other neural networks are now being used to generate realistic reviews that can swamp a business's website. faux saint laurent bag
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