Third-party reviews are pretty significant for larger purchases

I find buyer behavior pretty interesting. (I mean, who wouldn't, am I right?) I know people -- pretty close to me -- who totally nickel-and-dime a $400 flight somewhere, but then spend $8K on new dishes. (No joke.) Clearly, the essence of the "path to purchase" -- which is a bullshit business school term that almost cannot be said without air quotes -- …