Some 80 percent of consumers have changed their minds about a purchase based solely on negative information they found online, according to the 2011 Cone Online Influence Trend Tracker, a survey sponsored by Cone, a Boston-based public relations and marketing communications agency.

This is up from just 67 percent of consumers who said the same in 2010, the company said.

Positive information also impacted decision making, with 87 percent of consumers saying a favorable review has confirmed their decision to purchase. “Today’s consumers want reassurance before loosening their purse strings, and personal recommendations alone are just not enough to guarantee a purchase,” said Mike Hollywood, director of new media for Cone, in a statement.  

JCK examined how jewelers cope with negative reviews in August 2010.

JCK