Here's the situtation: I'm researching hotels, and i was dead set on this one hotel.  I read dozens of positive reviews of the hotel, dozens that said "ok the rooms are small but it's a great price and good location".  The prices were unbelievably great too and I can live with small rooms.

Then suddenly I read one review that said "It was nice but I would rather have had a hotel that was more centralized between attractions A and B".  Suddenly I realized, I would be going to both those attractions and I would definitely rather be in between them them closer to A and far from B!  I completely changed my mind and re-started looking for hotels that were in the middle.

• Has this ever happened to you? 
• Why do you think that one review can totally change your mind even if you read a dozen others that are all positive? 
• Why do you think we trust some opinions as they stand alone in one review, but other opinions we need to see in dozens of reviews before we believe them? 
• Are you more likely to change your mind after reading a negative review or a positive review?

I've also had this happen where I read one negative review that I just could not get over even with the most recent reviews being positive.  On the opposite hand, if I read 10 negative reviews, I can't be swayed by one positive review.  Your thoughts?