Featured Research

from universities, journals, and other organizations

Posting And Lurking: Communication On A Product Rating Website

Date:
July 25, 2005
Source:
University of Chicago Press Journals
Summary:
In the ever growing use of the Internet as a place to communicate with others asynchronously, the ability to rate products or learn about other consumers' experiences with a product that you are considering has become an important tool for consumers. An article in the September 2005 issue of the Journal of Consumer Research investigates further into this play between posters and lurkers. The research reveals that posters' negative opinions drop even further in the midst of other negative reviews.

Website posters post. Lurkers lurk. Sometimes a poster becomes a lurker or a lurker turns into a poster. You can't be both at the same time--but you can switch around as you like. In the ever growing use of the Internet as a place to communicate with others asynchronously, the ability to rate products or learn about other consumers' experiences with a product that you are considering has become an important tool for consumers. An article in the September 2005 issue of the Journal of Consumer Research investigates further into this play between posters and lurkers. The research reveals that posters' negative opinions drop even further in the midst of other negative reviews.

Related Articles


"It appears that reading a negative review triggers posters' concerns with the social outcomes of their public evaluations, thereby causing them to strategically lower their public ratings. In fact, this bias was limited to posters' public opinions--their private attitudes and thoughts did not differ from those of lurkers," finds Ann Schlosser (University of Washington).

Schlosser's interest in the subject stemmed from her own experience after visiting a local restaurant and then going to the website, Citysearch, to post her opinion: "How might this influence the degree to which I incorporate others' reviews into my own? Past theorizing does not fully address the types of social pressures present in online group contexts like Citysearch. When these social pressures are taken into account, a different pattern of effects is predicted and observed."

Schlosser stresses the very practical applications of this research in consumer research: "Understanding whether consumers accurately post their actual experiences is important because the transmission of product information is a significant aspect of market operations, especially when the informed are weakly tied to the uninformed."

###

Posting Versus Lurking: Communicating in a Multiple Audience Context. Ann E. Schlosser. Journal of Consumer Research. September 2005.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Cite This Page:

University of Chicago Press Journals. "Posting And Lurking: Communication On A Product Rating Website." ScienceDaily. ScienceDaily, 25 July 2005. <www.sciencedaily.com/releases/2005/07/050725115648.htm>.
University of Chicago Press Journals. (2005, July 25). Posting And Lurking: Communication On A Product Rating Website. ScienceDaily. Retrieved November 21, 2014 from www.sciencedaily.com/releases/2005/07/050725115648.htm
University of Chicago Press Journals. "Posting And Lurking: Communication On A Product Rating Website." ScienceDaily. www.sciencedaily.com/releases/2005/07/050725115648.htm (accessed November 21, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Friday, November 21, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Could Your Genes Be The Reason You're Single?

Could Your Genes Be The Reason You're Single?

Newsy (Nov. 21, 2014) Researchers in Beijing discovered a gene called 5-HTA1, and carriers are reportedly 20 percent more likely to be single. Video provided by Newsy
Powered by NewsLook.com
Milestone Birthdays Can Bring Existential Crisis, Study Says

Milestone Birthdays Can Bring Existential Crisis, Study Says

Newsy (Nov. 21, 2014) Researchers find that as people approach new decades in their lives they make bigger life decisions. Video provided by Newsy
Powered by NewsLook.com
Your Complicated Job Might Keep Your Brain Young

Your Complicated Job Might Keep Your Brain Young

Newsy (Nov. 20, 2014) Researchers at the University of Edinburgh found the more complex your job is, the sharper your cognitive skills will likely be as you age. Video provided by Newsy
Powered by NewsLook.com
100-Year-Old Woman Sees Ocean for First Time

100-Year-Old Woman Sees Ocean for First Time

AP (Nov. 20, 2014) Ruby Holt spent most of her 100 years on a farm in rural Tennessee, picking cotton and raising four children. She saw the ocean for the first time thanks to her assisted living center and a group that grants wishes to the elderly. (Nov. 20) Video provided by AP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins