Majority and Minority Influence in Web 2.0: Effects of Consistency between Aggregate User Representation and Review Messages and Argument Strength on Attitude Formation

• In Event: Understanding Interactivity: Effects on Persuasion and Social Influence

Abstract

Online review platforms feature user-generated content that users rely on to form impressions of objects of which they have no prior experience. Using the theoretical framework of majority and minority influence and negativity effect, this research investigates the effects of the argument strength and the valence of review messages as well as their consistency with aggregated user representations on readers’ attitude toward a review object. Results of an original experiment demonstrated that review messages consistent with the aggregated rating of the review object were more potent at changing readers’ attitudes toward the review target than messages that were inconsistent with the overall rating. Moreover, argument strength was found to have a stronger effect on readers’ attitudes toward the review object when the messages were negative than when they were positive. The results support and extend multiple theories on social influence.

Authors

• Yue Dai, City University of Hong Kong

• Brandon Van Der Heide, Michigan State U

• Adam J. Mason, Michigan State University

• Benjamin Prchal, Michigan State U

• David Beyea, Michigan State U