Salient knowledge that others are also evaluating reduces judgment extremity
| Autor: | Dilip Soman, Claire I. Tsai, Min Zhao |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
Marketing
Economics and Econometrics Salience (language) Social norm business.industry media_common.quotation_subject Subject (philosophy) Marketing research Crowdsourcing Conformity Brand community Salient Digital survey Perception Presence of others Web surveys Original Empirical Research Business and International Management business Psychology media_common Cognitive psychology |
| Zdroj: | Journal of the Academy of Marketing Science |
| ISSN: | 0092-0703 |
| Popis: | As companies increasingly conduct marketing research online (e.g., through social networking sites or their brand community platforms), the knowledge that others are also filling out the same surveys becomes increasingly salient to respondents. This research examines how the salience of this knowledge influences consumer judgments. Two important characteristics of our research paradigm are especially relevant to digital contexts: (1) judgements made by the consumers are neither observable nor subject to others’ disapproval; and (2) consensus is not observable or verifiable. Nevertheless, in six main studies and one auxiliary study (Web Appendix), we found that high knowledge salience of others also evaluating reduced judgment extremity. Judgment extremity is quantified by the degree or strength of an evaluation or numeric estimate about a judgment target. This effect was driven by consumers’ tendency to predict a moderate consensus and to conform to this perception. Implications for marketing research and crowdsourcing are discussed. Supplementary Information The online version contains supplementary material available at 10.1007/s11747-021-00807-w. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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