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.

"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 April 18, 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 April 18, 2014).

Share This



More Mind & Brain News

Friday, April 18, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Study On Artists' Brain Shows They're 'Structurally Unique'

Study On Artists' Brain Shows They're 'Structurally Unique'

Newsy (Apr. 17, 2014) The brains of artists aren't really left-brain or right-brain, but rather have extra neural matter in visual and motor control areas. Video provided by Newsy
Powered by NewsLook.com
Is Apathy A Sign Of A Shrinking Brain?

Is Apathy A Sign Of A Shrinking Brain?

Newsy (Apr. 17, 2014) A recent study links apathetic feelings to a smaller brain. Researchers say the results indicate a need for apathy screening for at-risk seniors. Video provided by Newsy
Powered by NewsLook.com
Are School Dress Codes Too Strict?

Are School Dress Codes Too Strict?

AP (Apr. 16, 2014) Pushing the limits on style and self-expression is a rite of passage for teens and even younger kids. How far should schools go with their dress codes? The courts have sided with schools in an era when school safety is paramount. (April 16) Video provided by AP
Powered by NewsLook.com
Could Even Casual Marijuana Use Alter Your Brain?

Could Even Casual Marijuana Use Alter Your Brain?

Newsy (Apr. 16, 2014) A new study conducted by researchers at Northwestern and Harvard suggests even casual marijuana use can alter your brain. Video provided by Newsy
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:
from the past week

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