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The opportunity given to the public to share their experiences provides a sound launching pad from which purchasing decisions can be more informed. OMAR PRESTWICH/UNSPLASH
The Expectation Equation
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Balancing expectation with reality
We live in an era of social proof. The opinions of ‘experts’ have given way to the voice of the masses in a digital world where anyone with access has a voice. Whether they deserve to, or not. Whenever the barriers are lowered, it’s a double-edged sword. The power of influence is diluted from a small band of gatekeepers to a wider point of view, but the way is opened to trolls and people with no background, knowledge or rationale to have their say. From WOTIF to Amazon, consumers can share their experience and validate their choice for others. And then there’s the airlines.
It is accepted and expected that comment sections and star-ratings open the way to both good and bad feedback – after all, that’s what social proof is about. However, just as with any ‘bell curve’ there are the outliers – glowing reviews from those with a vested interest and scathing take-downs by those with a bitter agenda.
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