![]() How it works: Local companies are involuntarily rated by the Center for the Study of Services, based on surveys of Consumers' Checkbook's own subscribers, Consumer Reports subscribers, and CSS' own research.But company investment disclosures say that "we cannot guarantee the accuracy of our reviews." Angie's List tells consumers that it provides "reviews you can trust," and takes steps to detect and remove fraudulent positive and negative reviews. But almost 70 percent of the company's revenues come from advertising purchased by the service providers being rated. But experts who study survey techniques say that can create a bias for positive reviews.Īngie's List misleads consumers by prominently promising that "businesses don't pay" and that it's a consumer-driven service supported by membership fees. But Angie's List marketing materials intended for businesses say that companies that advertise get "an advantage of increased exposure" that "can propel you ahead of your competition." They get 12 times more profile views than companies that don't buy ads.Īngie's List encourages businesses to solicit reviews by giving customers free, postage-paid forms, stickers on thank you notes, and Web links embedded in e-mail invoices. Cheryl Reed, a spokeswoman for the company, disagrees. ![]()
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