When consumers post questions online, who influences the content of the discussion: the consumer posting the question or those responding? Using secondary data analysis and lab studies, we show that even when the poster expresses explicit decision criteria, the first person to respond often drives the content of discussion.
|Publication status||Published - Oct 2013|
|Event||44th Association for Consumer Research Annual Conference - United States, Chicago, United States|
Duration: 3 Oct 2013 → 6 Oct 2013
|Conference||44th Association for Consumer Research Annual Conference|
|Period||3/10/13 → 6/10/13|
|Other||Association for Consumer Research|