TripAdvisor. Airbnb. BlaBlaCar. We live in an online world increasingly powered by the star-ratings economy. Whenever we want to try a new restaurant, find a room for rent or catch a ride, we can rely on the user-generated content evaluating the place or service we’re looking for. So users can help each other out by sharing their information and experiences, in a continuously growing virtual village built on the rules of online reputation.

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Social Norms

If you walk into a post office and people are waiting in line for service, it is highly likely that you will also follow the queue as opposed to, say, going rambo and running through the crowd. Or think about the various ways to greet each other: by shaking hands, bowing or kissing, according to the different countries and traditions. Again, if you enjoyed the service and food in a restaurant you are likely to leave a tip, even if not explicitly required.

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