Look What I Am Re-Sharing: How Self-Presentation Goals Impact What Consumers Spread on Social Networks

Consumers share content from sources of varying credibility. We find that consumers who want to fit in are more willing to share popular information from well-known credible sources. However, consumers who want to stand out share information regardless of source credibility which may cause them to share false content.



Citation:

Gizem Ceylan and Norbert Schwarz (2020) ,"Look What I Am Re-Sharing: How Self-Presentation Goals Impact What Consumers Spread on Social Networks", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 863-867.

Authors

Gizem Ceylan, University of Southern California, USA
Norbert Schwarz, University of Southern California, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Want to Stick to Your Goals? Think about “Dissimilar” Alternatives that You’ve Forgone!

Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA

Read More

Featured

A11. When Political Neutrality Backfires

Ike Silver, University of Pennsylvania, USA
Alex Shaw, University of Chicago, USA
Rob Kurzban, University of Pennsylvania, USA

Read More

Featured

Flavor Fatigue: How Cognitive Depletion Reduces Enjoyment of Complex Flavors

Rhonda Hadi, Oxford University, UK
Dan Rubin, St. John’s University
Diogo Hildebrand, Baruch College, USA
Thomas Kramer, University of California Riverside, USA

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.