Who’S Driving This Conversation? Systematic Biases in the Content of Online Consumer Discussions

Rebecca Hamilton, University of Maryland, USA
Ann Schlosser, University of Washington, USA
Yu-Jen Chen, Lingnan University, Hong Kong, China
When consumers post questions online, who influences the content of the discussion: the consumer posting the question or those responding? Using secondary data analysis and lab studies, we show that even when the poster expresses explicit decision criteria, the first person to respond often drives the content of discussion.
[ to cite ]:
Rebecca Hamilton, Ann Schlosser, and Yu-Jen Chen (2013) ,"Who’S Driving This Conversation? Systematic Biases in the Content of Online Consumer Discussions ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.