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When someone says "I'll be honest" or “I don’t want to be mean…” before criticising a product, they're actually increasing others’ desire to buy it.

By using dispreferred markers like these, the reviewer is softening what they are about to say, and increasing how likeable they seem as a result.

It’s a social risk to be negative, so proclaiming their willingness to say it anyway enhances their credibility.

But what does it do to the product...