Commenting on why F&B operators are urging online reviewers to show empathy, SMU Assistant Professor of Marketing Shilpa Madan said reviews play a key role in reducing uncertainty for other diners, especially in categories such as food, where quality is subjective and only fully apparent after purchase. She also highlighted that, according to research, negative information often carries disproportionate weight. She added that carelessness in criticism can have effects larger than the reviewer intends. Asst Prof Madan also said that a thoughtful review would distinguish between subjective preference and more "generalisable" problems
