Does Sharing Signal Caring? Asymmetric Interpretations of the Informativeness of Own and Others’ Social Media Communications

Elanor F. Williams, University of California San Diego, USA
Mary Steffel, University of Cincinnati, USA
This research identifies a self-other difference in the perceived informativeness of content shared via social media: consumers believe that their own communications reflect their true preferences regardless of what prompts them to share, but that other people are more willing and likely to misrepresent their preferences to receive an incentive.
[ to cite ]:
Elanor F. Williams and Mary Steffel (2015) ,"Does Sharing Signal Caring? Asymmetric Interpretations of the Informativeness of Own and Others’ Social Media Communications", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 197-202.