Anonymous and Unanimous: the Impact of Anonymity on Opinion Generalization

Dilney Goncalves, INSEAD, France
Amitava Chattopadhyay, INSEAD, Singapore
How does anonymity in online reviews influence consumers’ judgments of how widespread that opinion is? We show that anonymous opinions are considered more widespread than signed opinions and that this occurs because it is easier for people to associate the opinion to a particular person when the opinion is signed.
[ to cite ]:
Dilney Goncalves and Amitava Chattopadhyay (2011) ,"Anonymous and Unanimous: the Impact of Anonymity on Opinion Generalization", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.