The article does not state that testimonials alone make a buyer purchase. It can however move them towards that purchase. Sites like Adorama, HSN, QVC and others post testimonials about their different products. These testimonials can sometimes answer the questions or concerns a consumer has. Reading those comments can help them decide if the product would be a good fit for them.

This was written not as a tutorial but as I said in the article provide “basic principles” not go into the brand strategy and customer service aspect.

As for the other two points giving people a sample of what you have to offer or a trial offer again helps a consumer move towards the purchase. Sam’s club and Costco are great examples of this. I’ve seen other people as well as myself buy a product because I had that free “taste” and it moved me to say, “yes” that’s what I want.

In today’s changing world people need to know like and trust the company they buy from. That trust factor comes in when they can not only see what you have to offer ( and sometimes get a free sample) but see how others felt about their purchase.

In the 30 years I’ve been in business I have found these 3 points are definitely valid.

Consumer behaviour psychology is more complex than to what you have suggested in your article. People do not buy products based on testimonials alone – brand strategy and focus on delivering exceptional customer service, products and overall buying experience.

I recommend looking at Interbrand 2014 company Index to look at the companies and answer yourself – why do I buy from them? or what makes them special?

I am convinced that it would not be what you have suggested in your article.

Matt