Finding Vs. Receiving: How Content Acquisition Affects Sharing

Zoey Chen, University of Miami, USA
Jonah Berger, University of Pennsylvania, USA
Four studies show that how people acquire content affects whether they share it. Relative to receiving content from others, when people find content themselves, they are less sensitive to content quality and characteristics of the content itself (e.g., how interesting it is) have less of an impact on sharing.
[ to cite ]:
Zoey Chen and Jonah Berger (2015) ,"Finding Vs. Receiving: How Content Acquisition Affects Sharing", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 28-33.