The Psychology Behind Negative Reviews: Understanding the Drivers of Unfair Criticism
As business owners, particularly as a small, local business, we’ve encountered a handful of negative reviews. What we consistently notice is that these reviews often contain inaccuracies and exaggerations, sometimes casting a shadow on the hard work and dedication we put into our service. It can be frustrating to see false claims made publicly, especially when we know we always respond respectfully and professionally. But what drives people to leave such reviews? Why do inaccuracies often creep in, and why do some individuals escalate their frustration, sometimes involving our office staff or social media in an incessant manner?
We’re not psychologists, but here’s what we’ve researched while exploring the psychology of bad reviews and why small businesses often seem to be the target of disproportionate criticism.
The Emotional Drivers of Negative Reviews
We’re always professional and respectful, and if we’ve made a mistake, we’ll own it. However, if someone isn’t happy with the price they agreed to after we’ve completed the job, that’s not our mistake.
When people leave negative reviews, it’s often driven by heightened emotions, which can arise from unrealistic expectations, external frustrations, or dissatisfaction with decisions they’ve made. In some cases, these reviews are fueled by more than just the specific incident—they may reflect underlying frustrations from other areas of their lives.
Most times, people discuss their experience with a neighbor or family member who wasn’t present to witness our level of expertise and service firsthand. When they’re told the price was too high, it can trigger an emotional response. This, in turn, may lead to exaggerating facts, misrepresenting situations, or even including untrue elements in their review.
The Role of Inaccuracies and Untruths
One thing that stands out to us at Bighorn Plumbing is the frequent inaccuracies we see in negative reviews. It’s common for individuals to highlight issues that don’t align with our records or reality. Whether it’s a misunderstanding about service timing, billing, or even the scope of the service we provided, these inaccuracies often leave us perplexed.
The reasons for these inaccuracies can vary. In some cases, the person may not have fully understood the service provided or the process involved. In others, they might simply be upset or frustrated, and their emotions cause them to misremember the facts. But whatever the reason, it’s important to keep in mind that many of these reviews reflect perceptions rather than objective truths.
What’s also telling is that many of the negative reviewers have a pattern of leaving other negative reviews. This recurring behavior often suggests that their frustrations might not stem solely from one incident but could be rooted in a broader pattern of dissatisfaction or high emotional sensitivity. This consistent negativity can further influence their review, making it seem more driven by frustration than fact.
One Thing We Never Do
One thing we never do is try to bribe people to remove or amend a bad review. We’ve heard of others that do this and believe it’s bad business practice, promoting manipulation. We also do not incentivize customers to write good reviews for the same reason.
Instead, we focus on providing genuine, high-quality service and allowing our reputation to stand on its own merits. Authentic feedback—whether positive or constructive—is far more valuable than manipulated reviews, and we believe this transparency is key to fostering trust with our customers.
Professional Responses: Why It Matters
Despite the inaccuracies and exaggerations, we always choose to respond to negative reviews respectfully and professionally. We understand that, for the reviewer, their experience is real, even if it doesn’t align with our understanding of the situation. Responding professionally not only helps to clear up any misunderstandings, but it also shows our potential customers that we care and are committed to resolving issues.
When responding to reviews, we do our best to offer a solution, clarify misunderstandings, and demonstrate our willingness to improve. We want to ensure that our reputation is built on transparency, integrity, and trust. By maintaining a calm, respectful tone, we aim to turn a negative experience into a positive one—not just for the reviewer but for anyone else reading the review.
Sometimes It’s Best Not to Engage Right Away
While it’s important to respond professionally, sometimes it’s in everyone’s best interest not to engage with a frustrated customer immediately. When emotions are high, responses can be misinterpreted, and the situation can escalate further. In some cases, it’s more effective to give the customer some time to cool off before responding. This allows for a more level-headed, constructive conversation.
At Bighorn Plumbing, we recognize that engaging too quickly—especially when emotions are running high—can lead to more frustration and a breakdown in communication. By stepping back for a moment, we can take the time to fully understand the situation and approach it with the empathy and professionalism that our customers deserve.
When we allow both ourselves and the customer a little space, we often find that they are more receptive to a calm, reasoned response. Taking a pause also gives us the opportunity to carefully consider the facts and formulate a response that addresses their concerns without adding fuel to the fire.
The ‘Bashing’ of Small Businesses vs. Big Corporations
One of the most perplexing aspects of running a small business is the disproportionate criticism we face compared to larger businesses. It’s an unfortunate reality that when a large corporation raises its prices or makes an error, people often shrug it off or give them the benefit of the doubt. These companies may be given grace even when they make human mistakes, yet small businesses are often subjected to intense scrutiny when they make even the smallest misstep.
Why is this the case? There are a few factors at play:
- Expectations of Accountability: When consumers interact with a smaller, local business, they often feel a closer connection, expecting a higher level of personalized service. This expectation can sometimes morph into unrealistic demands. When small businesses fail to meet these expectations, the response can be more extreme than it would be for a larger business.
- The Power of Social Media: Social media has made it easier than ever for individuals to vent their frustrations. The scale of their reach can amplify their grievances, and in some cases, they may see this as a way to ‘punish’ businesses for perceived wrongs. Unfortunately, the instant nature of online feedback allows for immediate reactions, sometimes without considering all the facts or even giving the business an opportunity to address the issue.
- The “David vs. Goliath” Mentality: Small businesses are often seen as the underdogs in comparison to big corporations, which may make it easier for people to target them when something goes wrong. The narrative is simple: a small business is vulnerable and can’t afford the negative publicity, making them an easier target for online complaints.
The Challenge of Handling Excessive Complainers
In addition to the reviews themselves, some customers take things a step further by calling our office repeatedly, making unreasonable demands, or berating our staff. These behaviors can be stressful and disruptive, not just to our team but to the overall customer experience.
At Bighorn Plumbing, we understand that dealing with difficult situations is part of business, but we also know that these behaviors stem from heightened frustration or dissatisfaction. Often, these individuals want immediate resolutions, and their emotions drive them to demand more than what is reasonable.
Despite the challenges, we remain committed to professionalism. We listen, we empathize, and we do our best to find a resolution that satisfies all parties. However, we also recognize that we cannot please everyone, and part of running a small business means setting healthy boundaries with customers who may go beyond reasonable expectations.
Thankful for Our Loyal Customers
Thankfully, we have very few bad reviews because we pride ourselves on being the most professional same-day plumbing service proudly serving Northern Nevada. We take our reputation seriously, and the trust that our customers place in us means everything. We work hard to ensure that every service we provide meets the highest standards, and we’re grateful to have built a loyal base of clients who appreciate the care and attention we put into every job.
It’s always a priority for us to listen, understand, and address concerns when they arise. We strive to correct any issues promptly and professionally, and we remain committed to providing the best plumbing services in the region.
Final Thoughts
Negative reviews are a part of running any business, but for small businesses, they often come with a unique set of challenges. The psychology behind these reviews—emotional responses, inaccuracies, and expectations—can make it difficult to address them fully. Nevertheless, by responding professionally and with respect, we aim to maintain the trust of our customers and employees alike.
We ask our customers to consider the bigger picture when leaving feedback. Mistakes happen, whether made by a small business or a large corporation. What matters most is how we handle those mistakes. We promise to continue offering same-day service plumbing with the same level of care and dedication, and to always approach feedback with a willingness to improve.
To other small businesses out there facing similar challenges—stay strong, stay respectful, and remember that your commitment to excellent service will always shine through, even when the going gets tough. And to our loyal customers—thank you for continuing to support us and for trusting Bighorn Plumbing with your home services needs. Your positive feedback is what keeps us going, and we are grateful for each and every one of you.
