When it comes to purchasing decisions, consumers appear to be a little conflicted. In the past, they relied more on positive information in making purchasing decisions, but recent research reveals that negative information is now equally important in purchasing decisions. Of particular interest to food and beverage marketers is the fact that consumers are finding both positive and negative information about products from the same pipeline.

According to a 2011 Cone Online Influence Trend Tracker, 80% of consumers changed their minds and decided not to purchase a product or service based solely on negative information found through online sources. By comparison, 87% of consumers reinforced their decision to purchase based on positive information from online sources. Clearly, consumers are seeking and using the information, positive and negative, that is readily available from online sources to make purchasing decisions.

Consumers are exercising a great deal of discrimination before they spend any of their money, whether for big ticket items or everyday affordable items. For example, 53% of auto purchasers, understandably, did online information gathering before vehicle shopping, but an impressive 39% of consumers shopping for affordable, everyday food and beverage products also did some online homework before or during their grocery shopping trip.

For food and beverage marketers, the take away is that consumers want purchase reassurance from sources other than, or in addition to, personal recommendations. Marketers need to provide as much positive online information as possible, through relavent content on consumer friendly websites, targeted email, and effective use of social media. While marketers can’t control everything that is being said about their brands and products, direct consumer communication efforts can help ensure that consumers pick up on the positives of your brands and products.