In retail consumer behaviour, reviews have become an important source of information that shapes how consumers evaluate products, retailers, and brands. Reviews are opinions or experiences shared by customers after purchasing or using a product or service. They may be positive, negative, or mixed and are commonly found on e-commerce websites, social media platforms, review websites, and mobile applications. Since consumers cannot always physically examine products before purchasing them, especially in online retailing, reviews reduce uncertainty and influence several stages of the buying process. Positive and negative reviews can affect consumer perceptions, trust, purchase intentions, and ultimately brand loyalty in different ways. Positive reviews generally create favourable perceptions of a product or brand. When consumers repeatedly read comments describing good quality, reasonable prices, attractive design, effective performance, or excellent service, they are more likely to develop a positive image of the product. Reviews act as a form of social proof because consumers often assume that the experiences of other buyers provide useful evidence about product quality. For example, a consumer looking for wireless headphones on an online retail platform may find hundreds of reviews stating that a particular model has good sound quality, long battery life, and comfortable design. These comments can make the consumer perceive the product as reliable and valuable. Positive reviews can also influence perceptions of a retailer. Comments about fast delivery, safe packaging, easy returns, and responsive customer service can create a favourable impression of the retailer. In contrast, even a high-quality product may receive an unfavourable perception if customers frequently complain about delayed delivery or poor after-sales service. Therefore, reviews provide information not only about the product but also about the complete retail experience. Negative reviews influence consumer perceptions in an equally significant manner. Consumers often pay greater attention to negative information because it may reveal risks that are not obvious from advertisements or product descriptions. A review stating that a smartphone overheats, a dress has poor fabric quality, or a cosmetic product does not perform as expected can create doubts about the product. Even when a product has many positive ratings, a few detailed negative reviews may cause consumers to investigate the issue further. For example, if a laptop receives thousands of positive reviews but several customers report frequent battery failure, potential buyers may become concerned about its long-term reliability. Trust is another major factor affected by reviews. Positive reviews can increase trust when consumers believe that they come from genuine customers. In online retailing, consumers cannot directly interact with the seller or physically inspect the product, so reviews provide a substitute source of personal experience. A large number of consistent and detailed positive reviews can reduce perceived risk and increase confidence in the purchase. For example, a consumer purchasing a pair of shoes from an unfamiliar online brand may feel more comfortable if previous buyers upload photographs, explain the fitting, and describe the durability of the