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 July 31, 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 July 31, 2014).

Share This




More Mind & Brain News

Thursday, July 31, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Dieting At A Young Age Might Lead To Harmful Health Habits

Dieting At A Young Age Might Lead To Harmful Health Habits

Newsy (July 30, 2014) Researchers say women who diet at a young age are at greater risk of developing harmful health habits, including eating disorders and alcohol abuse. Video provided by Newsy
Powered by NewsLook.com
It's Not Just Facebook: OKCupid Experiments With Users Too

It's Not Just Facebook: OKCupid Experiments With Users Too

Newsy (July 29, 2014) If you've been looking for love online, there's a chance somebody has been looking at how you're looking. Video provided by Newsy
Powered by NewsLook.com
How Your Face Can Leave A Good Or Bad First Impression

How Your Face Can Leave A Good Or Bad First Impression

Newsy (July 29, 2014) Researchers have found certain facial features can make us seem more attractive or trustworthy. Video provided by Newsy
Powered by NewsLook.com
Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) A new study shows sleep deprivation can make it harder for people to remember specific details of an event. 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