Rating systems do more than just influence purchase decisions. They also affect how we relate to a website.
If the website owner has a video he really wants me to see he can influence my decision by showing a video with a rating system that tells me a lot of people have watched this video. For example, a highly rated video might influence me to watch the video myself, thereby influencing my behavior later on the website.
And of course you can take this a step further by not only showing what is popular but also showing what other people are watching right this second.
We are called to action when we know what others have experienced with a product, or we know what they’re doing at that very moment.
We will do what others are doing. We will be drawn to belong.
