When a potential customer is considering whether to visit a business, there are all sorts of motivations that come in to play. For some, the best value for money is at the forefront of their decision making, whilst others can be enticed in by a great location or experience.

For as long as people have been buying things, people have been influenced by the opinions of others on what to buy. Whether it’s their peers, notable community members, public figures, or celebrities, people look to those they respect – or want to emulate – when it comes to their purchasing power. It’s human nature to respect the opinions of those we trust, and we tend to shop, dine, and live accordingly.