Feedback Requests; Online Reviews; Measurement Effect; Consumer Behavior; Non-Compliance
Consumers’ feedback helps firms, yet most requests for feedback are unanswered. Research on question–behavior effects suggests that providing feedback on prior experiences might influence subsequent consumption behavior, but provides little insight regarding users who decline requests (e.g., by clicking “No, Thanks”). Accordingly, the authors investigate whether the exposure to a request to rate a consumption experience influences users’ future conversion regardless of their compliance.The authors carried out two large-scale field studies in collaboration with a leading international website that offers basic service for free, and additional desirable features for a fee (“freemium”). The authors exposed users to a rating request and measured their subsequent likelihood of converting to the paid service.Users exposed to a rating request were more likely to convert compared with users who were not exposed; this effect persisted over 90 days. Notably, users who complied with the request were no more likely to convert compared with non-compliers.