Online user reviews, though consumers rely heavily on them in their buying decisions, are not nearly as valid as they seem. [clickToTweet tweet=”Online user reviews are not nearly as valid as they seem.” quote=”Online user reviews are not nearly as valid as they seem.”] That’s according to a new study completed by Bart de Langhe and his team of researchers at the University of Colorado, Boulder. In addition to outright fakery, a lack of objectivity …