The article discusses various scientific approaches to the study of the phenomenon of feedback in communication. The analysis of studies on the problems of the effectiveness of feedback, the role of various factors and individual characteristics in the adoption of feedback is carried out. The results of an empirical study of the level of sensitivity to feedback, as well as respondents’ ideas about the conditions for the adoption of fixed assets, are presented. Prospects for further research to identify social and psychological factors of readiness to accept feedback are outlined.