Absolutely I believe reviews are an important factor that the consumer considers when buying a product. I believe that a statement from the company itself is seen as inauthentic because of the obvious bias there is in the purpose of sell. However, consumers are more inclined to believe other consumers because as opposed to companies, most times the reviewer has nothing to gain from their statement. People are able to use these authentic statements to determine if the good is high quality or serves its purpose. Negative reviews may discourage people from buying the product whereas positive reviews have the opposite effect. Therefore, reviews are important to consider when buying a product because the genuine claims may reveal a truth about the product that the business might not emphasize.