It’s become second nature to look up and consider online reviews, whether we want to purchase an electronic, choose a restaurant, or book a hotel. Yet why exactly do we base our decision on reviews?

What psychological processes are influencing our decisions? We’ve decided to look further into the psychology of online reviews and get a deeper understanding of how and why other people’s feedback matters so much to consumers.

It’s safe to say that the main reason why consumers write reviews is that they’re aware of the importance and the impact they have and they want to help guide future buyers.