The article discusses the normalization of online feedback in consumer culture, highlighting the emotional responses associated with receiving ratings, both good and bad. An example from a Vinted transaction illustrates the impact of seemingly minimal reviews such as 'quite good,' which evoke frustration. Studies indicate that nearly all consumers consider reviews vital to their buying decisions, and many users shy away from purchases without feedback. This phenomenon ties into the wider influence of social media, where ratings and reviews function as social validation, encouraging feedback across various service experiences.
A friend of a friend was recently asked to leave feedback for an interview process just moments after the company had rejected them for the role.
According to a study by Power Reviews, 98% of consumers see reviews as an essential part of the decision-making process and 45% of users won't buy a product if there aren't any reviews.
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