Experts say online ratings still shape consumer choices despite flaws in system

PHILADELPHIA (WPVI) -- Whether it's an Uber ride, a restaurant meal, or a customer service call, online ratings have become a routine part of how people judge everyday experiences - even as many acknowledge the system can be manipulated.

Marketing experts say five-star reviews still matter because both customers and businesses rely on them.

The rise of online shopping has changed how people decide what to buy, said Temple University marketing professor Monica Wadhwa. She said consumers increasingly browse and research products to validate their decisions.

"If we see others doing something, it gives us the confidence to follow," Wadhwa said. "So, you know, this is why brands like to tell us how many people have shopped from them."

She added that "the more confident people are in their reviews, it actually increases the brand's ranking on that retail store."

Wadhwa said customers are turning to platforms like Yelp and Reddit for reviews they view as more authentic and less likely to be influenced by bots. The modern fixation on ratings, she noted, began with Amazon, where strong review statistics give sellers a competitive advantage.

The "rate and review" culture has also spread to restaurants. Baby's Kusina in Brewerytown said it does not always ask customers to leave reviews, instead relying on reputation and word of mouth.

"We want people to do it organically, if they really enjoyed their visit," a representative said. "And if they didn't enjoy their visit, or something went wrong, I think, ideally, we would want them to talk to us first."

Wadhwa said reviews will remain relevant because they allow customers to share positive experiences, reclaim a sense of agency after negative ones, and gather information before making a purchase.