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In this all-encompassing age of information, we are swamped by messages from sellers of products and services. It’s estimated that the average consumer of media is exposed to between 4,000 and 10,000 ads each day. And while advertising serves a vital role in generating sales, introducing new products and establishing brand identity, we can’t possibly process every one of those interactions. At some point, they become noise.

What remains in the brain is a more powerful type of promotional communication: the customer testimonial. When we go shopping on the Web today, how do we decide which product to buy, which establishment to frequent? By reading user reviews. Who better to tell you about the quality and value of a piece of merchandise — for better or worse — than one who has actually experienced it?

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