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1、RebeccaWalkeRNayloR,caitPoyNoRlambeRtoN,andDaviDa.NoRtoN*consumersincreasinglyinformoneanotheraboutmarketplaceofferingsinonlinereviewforums.theauthorsdemonstratethatwhengivennoinformationaboutareviewer(i.e.,whenthereviewer’sidentityisambiguous),consumersusean
2、accessibility-basedegocentricanchortoinferthatambiguousreviewershavesimilartastestotheirown,leadingconsumerstobe(1)similarlypersuadedbyreviewswrittenbyambiguousandsimilarreviewersand(2)morepersuadedbyreviewswrittenbyambiguousreviewersthanbyreviewswrittenbydis
3、similarreviewers.theauthorsdemonstratethatthiseffectholdsinasingle-offering,single-reviewercontext.theauthorsalsoshowthatwhenconsumersareexposedtomultipleofferingswithmultiplereviewers,theremaybeaslight“cost”toambiguityasopposedtosimilaritybutthatambiguityrem
4、ainsmuchmorepersuasivethandissimilarity.Finally,theauthorsdemonstratethattheeffectsofegocentricanchoringonpersuasioncanbemoderated,first,bymakingother-relatedthoughtsaccessibleand,second,byprovidingexternalcuesaboutpotentialreviewerheterogeneity.thesefindings
5、haveimportantimplicationsforboththemanagementandmonitoringofconsumer-to-consumeronlinecommunication.Keywords:agentrecommendations,socialinfluence,ambiguity,egocentricbias,anchoringandadjustment,persuasionSeeingourselvesinothers:Reviewerambiguity,egocentricanc
6、horing,andPersuasionConsumersseekingguidanceonpurchaseshavetypicallyDickson,andWilkie1989).Manycompanieswithanonlineobtainedinformationfromthreesources:professionalpaidpresencenowofferconsumersanewsourceforinforma-agents(Solomon1986),nonpaidexperts,andfriends
7、andtion:reviewsprovidedbyotherconsumerswithwhomthefamilymemberswhoprovideinformationthroughword-of-targetconsumerhasnopriorrelationship(Chevalierandmouthcommunication(GershoffandJohar2006;Urbany,Mayzlin2006).Insuchforums,marketersmayleavethedeterminationofhow
8、muchinformationareviewerpostsabouthim-orherselftotheuserpostingthereview.Werefertoreviewersaboutwhomnoidentifyinginformationis*RebeccaWalkerNaylorisAssistantProfessorofMarketing,FisherCol
