Feedback does not always engage students. To better understand why this happens, the present study analysed Grade 2 (7- to 8-year-old) students' experiences of formative feedback in mathematics to identify aspects with potential importance for student engagement. The researcher processed the students' experiences with the help of stimulated recall and semi-structured interviews. Most of the students appreciated feedback that focused on the process, instead of simply offering solution methods. However, due to a conflict between teachers and students regarding the social and socio-mathematical norms, some of the students did not understand the purpose while others wanted the teacher to state the solution method. This shows that it is important not only which norms are established, but also that this is done at an early stage. Thus, both teachers and students need to understand and accept the norms, and potentially establish new norms, if the current ones are counterproductive.