People buy the product everyone else seems to be buying. A 2025 study by Xiao and Myers tested something most founders sense but rarely quantify: When review volume is high and ratings are strong, purchase intent jumps. Dramatically. Especially for products with moderate involvement, which covers most consumer goods. This is the bandwagon heuristic at work. When uncertainty exists, shoppers ask a simple question: What are OTHER people doing? A long line of reviews signals safety. It reduces...