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Posting versus Lurking: Communicating in a Multiple Audience Context

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  • Ann E. Schlosser

Abstract

Two experiments examined public and private responding in a multiple-audience context-a context in which members have varying opinions. I propose and find that posters (those communicating their experience to others) are influenced only by another's negative opinion because it triggers such social concerns as appearing indiscriminate. Consequently, they adjust their public attitudes downward. Self-presentational concerns appear to cause this negativity bias: lurkers (those not posting their opinion) were less affected by another's negative opinion. Furthermore, posters presented more than one side when publicly explaining their attitudes. These effects persisted despite posters' favorable product experiences and commitment to these attitudes. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Ann E. Schlosser, 2005. "Posting versus Lurking: Communicating in a Multiple Audience Context," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 260-265, September.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:2:p:260-265
    DOI: 10.1086/432235
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