The psychology of complaints: Why people leave negative reviews

If it feels like the internet is full of negativity — it’s not just your imagination. Let’s break down why we’re drowning in complaints online and what ancient instincts have to do with it.

Why we complain more than we say thank you

Think about your own experience. You ordered sushi on a Friday night, everything went smoothly: the order arrived on time, the rolls were tasty, the fish was fresh. You ate, enjoyed it, and forgot about it. But a month later, the same restaurant delivered your set two hours late — and forgot the ginger. Suddenly, writing a negative review feels like the only reasonable response. After two hours of hunger and unmet expectations, there’s a strong urge to vent your frustration publicly.

As a result, the restaurant gets a scathing comment, while dozens of successful orders remain unmentioned — because a good experience rarely feels like a reason to write a review.

This isn’t just about individual temperament. It’s a typical human response — one we’ve inherited from our resourceful ancestors who managed to survive in the wild.

Our brains are wired to notice negative events more quickly than positive ones. It’s a survival mechanism. Missing a ripe fruit 50,000 years ago? Not a big deal. Failing to spot a predator lurking in the bushes? That could cost your life.

This leads to emotional asymmetry and what’s known as negativity bias. We feel negative experiences more intensely, remember them longer, and talk about them more often. A complaint, in this case, isn’t just a form of emotional release — it’s also a social signal: “This isn’t safe.”

The hunger for influence: How society amplifies criticism

Since our brains are naturally tuned to spot threats, negative information grabs our attention faster and more strongly than anything positive. That’s why on social media and forums, we tend to engage more with angry posts, critical comments, and outrage — not kind or neutral messages.

Influencers are well aware of this effect. One of the easiest ways to get attention is to criticize others. Bloggers, reviewers, and thought leaders often set the tone of public discourse. The sharper the delivery, the higher the reach: criticism is easy to remember, evokes strong emotions, and spreads quickly. Negativity becomes a tool of influence — generating likes, shares, comments — and ultimately, popularity.

The crowd effect

When there’s a surge of negative opinions around a particular event, people often fall under the “crowd effect.” That is, they start trusting the group mood more than their own initial impression. Even if everything seemed fine at first, a flood of criticism quickly shifts the perspective. Widespread dissatisfaction starts to feel like the truth, and personal opinions unconsciously adjust to the “majority.”

The crowd effect works like applause: once one person starts clapping — the whole room joins in.

This behavior is especially visible online. For instance, a company posts an unpopular announcement: their payment system is down, users are being charged, but access to the platform is blocked. A wave of complaints, accusations, and frustration hits the comment section. Even those who were calm at first quickly absorb the mood and join the criticism.

And it works the other way, too: if the comments featured calm or appreciative messages like “Thanks for the heads-up, we’ll wait,” many aggressive users would be less inclined to stir things up.

How criticism affects purchase decisions

Negativity spreads fast online — and it can significantly affect not only how a specific product is perceived, but also the reputation of the entire company.

To offset one harsh review, it usually takes five to seven positive ones. Why? Because criticism is louder: it carries more emotion, details, and storytelling. Readers instantly imagine themselves in the unhappy customer’s shoes — and instead of “I want to try this,” they think, “What if this happens to me too?”

Additionally, the same study found that 44% of buyers expect a product or company to have a rating of 4.5 stars or higher. Another 30% are satisfied with a 4-star rating. But anything below 4 raises doubts — only a small segment of the audience considers it seriously.

Marketplaces are the most popular platforms for reading reviews, followed by review websites and then social media.

Criticism tends to “stick” in people’s minds. While positive reviews are often skimmed, negative ones are remembered and create a sense of risk. As a result, conversion drops — even when there are far more positive reviews.

Our latest research on the impact of reputation crises on consumer behavior shows: a company’s reputation and customer reviews remain one of the key factors in purchasing decisions. Most respondents admitted they rely on others’ opinions before making a choice. Only 12% said reviews don’t significantly affect them.

How to turn a complaint into loyalty

It’s important to remember: people don’t leave negative reviews out of personal hatred or revenge. More often than not, it’s a way to get attention, express disappointment, ask for help, or give a chance to make things right.

People want to be heard. They share their experiences not only to vent, but also to help others make informed choices. And in that moment, brands have an excellent opportunity to turn a disappointed customer into a loyal one.

Here’s a step-by-step approach to handling complaints and building proper communication:

1. Respond quickly — and do it publicly

The faster you react, the better your chances of diffusing the conflict. If the complaint is posted on social media or a public platform, your first response should be public — even if you plan to move to private messages later.

2. Acknowledge the customer’s emotions — even If the complaint seems unfounded

One major trigger is the sense that their frustration is being brushed off or handled formally. Show empathy:

Acknowledging emotions doesn’t mean admitting guilt. It’s part of respectful communication.

3. Clarify the complaint: ask for specifics

Sometimes the complaint isn’t fully clear. Don’t be afraid to ask questions:

This shows you’re focused on finding a solution — not just checking a box.

4. Offer a clear and personalized solution

People appreciate an individual approach. Even if you’re following a standard process, show that you’re considering their specific case.

5. Switch to private messaging when necessary

This helps avoid fueling the conversation publicly and keeps customer data secure.

6. Gently suggest updating the review (If appropriate)

If the issue is resolved and the customer is satisfied, you can politely remind them that updating the review may help others make an informed decision:

Additional Tips:

• Don’t delete negative reviews without cause. It breeds more suspicion and frustration. It’s better to leave the comment and show how you responded.
• Don’t argue or get personal. Even if the complaint is unfair, stay professional. People notice who handles the dialogue respectfully.
• Track recurring complaints. If multiple people raise the same issue, it’s not just a reputation problem — it’s a signal for internal review.
• Train your team to handle objections. Especially those who represent the company: SMM managers, customer service reps, even couriers.

A complaint is an opportunity. When handled well, a furious comment can turn into a story of redemption: “There were issues at first, but the company fixed everything quickly.” And that kind of review builds more trust than the one with flawless five-stars.