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Record: 1 Title: Authors: Seeing Ourselves in Others: Reviewer Ambiguity, Egocentric Anchoring, and Persuasion. Naylor, Rebecca Walker1 Lamberton, Cait Poynor2 Norton, David A3 Source: Document Type: Subject Terms: Journal of Marketing Research (JMR); Jun2011, Vol. 48 Issue 3, p617-631, 15p, 5 Charts, 4 Graphs Article *ANCHORING effect *ELECTRONIC discussion groups *COMMERCIAL products -- Reviews *MATHEMATICAL models *DATA analysis EGOISM PERSUASION (Psychology) AMBIGUITY SIMILARITY (Psychology) HETEROGENEITY SOCIAL influence INFERENCE LIKERT scale agent recommendations ambiguity anchoring and adjustment egocentric bias persuasion social influence NAICS/Industry Codes 519130 Internet Publishing and Broadcasting and Web Search Portals Consumers increasingly inform one another about marketplace offerings in online review forums. The authors demonstrate that when given no information about a reviewer (i.e., when the reviewer's identity is ambiguous), consumers use an accessibilitybased egocentric anchor to infer that ambiguous reviewers have similar tastes to their own, leading consumers to be (1) similarly persuaded by reviews written by ambiguous and similar reviewers and (2) more persuaded by reviews written by ambiguous reviewers than by reviews written by dissimilar reviewers. The authors demonstrate that this effect holds in a single-offering, single-reviewer context. The authors also show that when consumers are exposed to multiple offerings with multiple NO L
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reviewers, there may be a slight 'cost' to ambiguity as opposed to similarity but that ambiguity remains much more persuasive than dissimilarity. Finally, the authors demonstrate that the effects of egocentric anchoring on persuasion can be...