The Facebook Effect: Are Judgments Influenced By the Knowledge That Others Are Also Evaluating?

Companies are increasingly relying on virtual social networks to collect data. We show that the knowledge that virtual others are also evaluating the same items can dampen evaluations in various domains, due to the decreased confidence in (the correctness of) judgments and increased need to conform to (perceived) consensus.


Claire Tsai, Min Zhao, and Dilip Soman (2012) ,"The Facebook Effect: Are Judgments Influenced By the Knowledge That Others Are Also Evaluating?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 203-208.


Claire Tsai, University of Toronto, Canada
Min Zhao, University of Toronto, Canada
Dilip Soman, University of Toronto, Canada


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


Cheating Your Self: Diagnostic Self-Deceptive Cheating for Intrinsic Rewards

Sara Loughran Dommer, Georgia Tech, USA
Nicole Marie Coleman, University of Pittsburgh, USA

Read More


The Experiential Advantage: A Meta-Analysis

Evan Weingarten, University of California San Diego, USA
Joseph K Goodman, Ohio State University, USA

Read More


Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising

Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.