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August 23, 2013

Why you shouldn't trust Internet comments

The "wisdom of crowds" has become a mantra of the Internet age. Need to choose a new vacuum cleaner? Check out the reviews on Amazon. Is that restaurant any good? See what Yelp has to say. But a new study suggests that such online scores don't always reveal the best choice. A massive controlled experiment of Web users finds that such ratings are highly susceptible to irrational "herd behavior" — and that the herd can be manipulated.

Sometimes the crowd really is wiser than you. The classic examples are guessing the weight of a bull or the number of gumballs in a jar. Your guess is probably going to be far from the mark, whereas the average of many people's choices is remarkably close to the true number.

But what happens when the goal is to judge something less tangible, such as the quality or worth of a product? According to one theory, the wisdom of the crowd still holds — measuring the aggregate of people's opinions produces a stable, reliable value. Skeptics, however, argue that people's opinions are easily swayed by those of others. So nudging a crowd early on by presenting contrary opinions — for example, exposing them to some very good or very bad attitudes — will steer the crowd in a different direction. To test which hypothesis is true, you would need to manipulate huge numbers of people, exposing them to false information and determining how it affects their opinions.

A team led by Sinan Aral, a network scientist at the Massachusetts Institute of Technology, did exactly that. Aral has been secretly working with a popular website that aggregates news stories. (He says it is similar to Reddit, but he's keeping the identity confidential because he has another experiment under way with the same site and doesn't want it to be "tainted" by media exposure.) The website allows users to make comments about news stories and vote each other's comments up or down. The vote tallies are visible as a number next to each comment, and the position of the comments is chronological. (Stories on the site get an average of about 10 comments and about three votes per comment.) It's a follow-up to his experiment using people's ratings of movies to measure how much individual people influence each other online (answer: a lot). This time, he wanted to know how much the crowd influences the individual, and whether it can be controlled from outside.

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