Just as a bank will check your credit rating before offering you a mortgage, so too will a potential customer on a collaborative marketplace check feedback and ratings before considering making a transaction.

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As soon as we hit Submit on the push, I started compulsively refreshing my inbox to check for feedback from users.

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Then when people check-out the places that their friends have recommended, the original person gets a notification that a friend also liked the place, a kind of real-time feedback that encourages more check-outs, says Zorik Gordon, CEO of ReachLocal.

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