Dr. Alan Sorensen (Associate professor of economics and strategic management at the Stanford Business School) says you shouldn’t worry . Bad stuff happens and it doesn’t have to be a disaster because being notorious is almost as good as being glorious.
The study was based on a systematic look at book reviews. The bad reviews – the really stinky ones – helped in the long run because, bad as they were, they got the name of the writer out there. Besides, who can read anymore? Maybe potential book consumers couldn’t tell a good review from a bad one. Especially if the wit is sardonic like my own.
Well here’s the thing.
Dr. Sorensen worked hard. He looked at 240 reviews . Try that, okay? It takes forever. And he had to come up with a systematic way of normalizing his results so that he could crunch his numbers and reach a conclusion. But he (or someone) has stomped on the generalization pedal too hard. These were only book reviews. This doesn’t show that an accidental poisoning at a fast food restaurant or several plane crashes in a row will be good for business.
The authors say that offers “interesting avenues for future research”. That’s for sure.
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Image by Mister ScienceAintSoBad
Note: I wrote the above article for Pirozzolo Company (http://pirozzolo.com/), a leading public relations company in Wellesley. It’s president and founder, Dick Pirozzolo, is fascinated by all the ins and outs of what it takes to shape public opinon.
I wish I could say the same.