Broadcasting and Narrowcasting: How Audience Size Impacts What People Share

Four studies investigate how audience size alters sharer focus and impacts what people share. We demonstrate that broadcasting (communicating with a large group), encourages self-focus, which leads people to share self-presentational content, while narrowcasting (communicating with one person) encourages other-focus, which leads people to share useful content.


Alixandra Barasch and Jonah Berger (2013) ,"Broadcasting and Narrowcasting: How Audience Size Impacts What People Share", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Alixandra Barasch, University of Pennsylvania, USA
Jonah Berger, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 41 | 2013

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