Broadcasting and Narrowcasting: How Audience Size Impacts What People Share

Alixandra Barasch, University of Pennsylvania, USA
Jonah Berger, University of Pennsylvania, USA
Four studies investigate how audience size alters sharer focus and impacts what people share. We demonstrate that broadcasting (communicating with a large group), encourages self-focus, which leads people to share self-presentational content, while narrowcasting (communicating with one person) encourages other-focus, which leads people to share useful content.
[ to cite ]:
Alixandra Barasch and Jonah Berger (2013) ,"Broadcasting and Narrowcasting: How Audience Size Impacts What People Share", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.