Why Do Companies Want Your Product Reviews?

Companies are increasingly turning to email to request product reviews from customers.

Although they risk annoying people with frequent messages, companies want to get a lot of online product ratings, even though those consumer reviews aren't a very good measure of a product's quality.

Here & Now's Jeremy Hobson talks with Philip Fernbach, assistant professor at Leeds School of Business at the University of Colorado Boulder, about why companies send these emails, and how consumers view online ratings.

Philip Fernbach, assistant professor at the Leeds School of Business at the University of Colorado Boulder.