Who cares?

Sticker on the door of The Downtown Shoe Store

Third-party opinions are an important factor in consumer decision making. The good review, the recommendation from the friend, or the award from the local paper all go towards making consumer think that their purchase decision has less risk.

But is an award from 14 years ago really meaningful. Do you want to buy the computer that was top rated in 1999? How about 1999's industry leading cellphone? And you're convinced that a 1999 Taurus would be a great choice?

What's the old saying, "If you can't say anything nice, don't say anything at all"?

Well I'd say if your only recommendation is 14 years old, then you might be better off with no recommendation at all. This says that no one has had a positive opinion of this retailer since 1999. And if no one else thinks that this store is any good, the why should I.