Introduction

In July 1936, a nonprofit group called Consumer Reports, opened its doors with a unique mission to equip consumers with the ‘knowledge they need to make better and more informed choices.’ Over the course of the next eighty years, the group reviewed millions of products ranging from automobiles to vacuum cleaners to credit cards. Publishing its findings in monthly magazines, Consumer Reports quickly became one of the most trusted sources for product insight featuring “editorial independence” and objectivity in its reviews. In return, brand managers scrambled to find ways to measure, evaluate, and respond to the beginnings of what is now known as the review economy. The review economy is hallmarked by growing public trust and interest in product and organizational reviews. The chapter also presents an overview of the key concepts discussed in this book.