The Facebook Effect: Are Judgments Influenced By the Knowledge That Others Are Also Evaluating?

Claire Tsai, University of Toronto, Canada
Min Zhao, University of Toronto, Canada
Dilip Soman, University of Toronto, Canada
Companies are increasingly relying on virtual social networks to collect data. We show that the knowledge that virtual others are also evaluating the same items can dampen evaluations in various domains, due to the decreased confidence in (the correctness of) judgments and increased need to conform to (perceived) consensus.
[ to cite ]:
Claire Tsai, Min Zhao, and Dilip Soman (2012) ,"The Facebook Effect: Are Judgments Influenced By the Knowledge That Others Are Also Evaluating?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 203-208.