How important are consumer-generated reviews in your purchase-making decisions? If you're like me, the answer is VERY. When assessing hotels, the write-ups on Virtual Tourist and Trip Advisor invariably make or break my booking. The reviews on Yelp play the deciding role in tipping the restaurant scales. Same with Fandango for movie reviews.
Then there's the granddaddy of them all, Amazon, which recognized the intrinsic value of its customers' reviews early on in the game. It even applied for and was granted a patent.
As I think about it, nearly all of the big-branded retail websites today allow customers to weigh in -- good, bad and ugly....
[Excellent post by Peter Himler - JD]