For many brands, achieving a perfect five-star rating seems like the ultimate sign of consumer confidence. But in reality, flawless scores often backfire. The psychology behind how people evaluate reviews, combined with clear data on buying behavior, shows that slight imperfections aren’t just tolerated — they’re essential for trust.
Perfect scores often breed suspicion, not confidence
At first glance, a perfect 5.0 looks like every brand’s dream. But in practice, consumers instinctively question spotless records. Trust actually peaks when products sit just below perfection, typically between 4.0 and 4.7. As ratings approach a flawless 5.0, purchase intent drops.
This isn’t just theory. The 2025 Study on Review Perception & Purchase Influence across Southeast Asia by Try & Review showed that while 96% of consumers trust products rated at 4.8, this figure drops sharply to 87% for a perfect 5.0. That’s a striking rise in skepticism, revealing that what looks like perfection can, paradoxically, undermine confidence.
Minor flaws act as powerful trust signals
Consumers don’t just tolerate small criticisms; they actively look for them. In multiple surveys, more than half of shoppers admit they feel uneasy when faced with perfect scores, suspecting that negative voices were filtered out. Subtle imperfections reassure buyers that reviews reflect genuine, diverse experiences.
In Southeast Asia specifically, 87% of consumers say they trust ratings more when they include some negative comments. A slight imperfection makes the rest of the positive feedback more believable, showing it hasn’t been overly managed or selectively displayed.
The psychological balance: positive yet imperfect
Small drawbacks do more than prove honesty — they help shape realistic expectations. Behavioural studies highlight that while positive reviews build trust, it’s the presence of a few moderate criticisms that creates the most credible environment. This subtle tension gives shoppers the comfort of knowing they’re making a well-informed, balanced choice.
Consumers feel safer accepting minor flaws upfront than dealing with surprises later. Seeing honest accounts that include both strengths and slight issues reduces perceived risk, which is often the final push needed to convert interest into action.
A smarter trust strategy: aim for “credibly high” over perfect
For marketing and brand leaders, the takeaway is clear. Instead of chasing an unrealistic perfect score, it’s smarter to nurture a “credibly high” average, typically around 4.5 to 4.8. This range signals quality, while still feeling grounded in authentic customer experiences.
Encouraging honest, unfiltered reviews, even those mentioning small shortcomings, is one of the most effective ways to build trust. Over time, this doesn’t just increase conversions. It establishes a reputation that stands up to scrutiny, fosters loyalty, and positions your brand as genuinely transparent in an increasingly cautious market.
Sources:
Spiegel Research Center at Northwestern University: https://www.investopedia.com/how-consumer-reviews-are-changing-how-we-shop-11731594
ReviewTrackers Consumer Trust Insights: https://www.reviewtrackers.com/blog/5-star-rating/
Fardanty (2024), The Impact of Online Reviews on Consumer Purchasing Decisions:
https://www.researchgate.net/publication/387722823_The_Impact_of_Online_Reviews_and_Ratings_on_Consumer_Purchasing_Decisions_on_E-commerce_Platforms
2025 Study on Review Perception & Purchase Influence across Southeast Asia: https://brands.tryandreview.com/White-paper/Review-Perception-and-Purchase-Influence-IS-TNWXZTYLSTPQ
