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An Information-Processing Model for Audiences’ Selections of Online Movies: Quantitative Versus Qualitative Bandwagon Effects

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Abstract:

Building on the economic theory of information cascade and the psycho-cognitive theories on information processing, this study examined the qualitative versus quantitative bandwagon effects in audiences’ content-selection decisions. An experiment was conducted to investigate the independent contributions of the two types of bandwagon behaviors to audiences’ selections of Hollywood movies in an online setting and the factors influencing the bandwagon effects. The results showed that the qualitative bandwagon effect was, on average, greater than the quantitative bandwagon effect. Furthermore, an increase in audiences’ familiarity with Hollywood movies led to an increase in the qualitative bandwagon effect and a decrease in the quantitative bandwagon effect; an increase in audiences’ motivation for social interaction resulted in a decrease in the qualitative bandwagon effect and an increase in the quantitative bandwagon effect. In the current study, the cognitive load did not show any significant impact on the qualitative or quantitative bandwagon effects.

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Association:
Name: International Communication Association 64th Annual Conference
URL:
http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p714122_index.html
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MLA Citation:

Xu, Xuexin., Hao, Xiaoming. and Jung, Younbo. "An Information-Processing Model for Audiences’ Selections of Online Movies: Quantitative Versus Qualitative Bandwagon Effects" Paper presented at the annual meeting of the International Communication Association 64th Annual Conference, Seattle Sheraton Hotel, Seattle, Washington, May 21, 2014 <Not Available>. 2018-09-06 <http://citation.allacademic.com/meta/p714122_index.html>

APA Citation:

Xu, X. , Hao, X. and Jung, Y. , 2014-05-21 "An Information-Processing Model for Audiences’ Selections of Online Movies: Quantitative Versus Qualitative Bandwagon Effects" Paper presented at the annual meeting of the International Communication Association 64th Annual Conference, Seattle Sheraton Hotel, Seattle, Washington Online <APPLICATION/PDF>. 2018-09-06 from http://citation.allacademic.com/meta/p714122_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Building on the economic theory of information cascade and the psycho-cognitive theories on information processing, this study examined the qualitative versus quantitative bandwagon effects in audiences’ content-selection decisions. An experiment was conducted to investigate the independent contributions of the two types of bandwagon behaviors to audiences’ selections of Hollywood movies in an online setting and the factors influencing the bandwagon effects. The results showed that the qualitative bandwagon effect was, on average, greater than the quantitative bandwagon effect. Furthermore, an increase in audiences’ familiarity with Hollywood movies led to an increase in the qualitative bandwagon effect and a decrease in the quantitative bandwagon effect; an increase in audiences’ motivation for social interaction resulted in a decrease in the qualitative bandwagon effect and an increase in the quantitative bandwagon effect. In the current study, the cognitive load did not show any significant impact on the qualitative or quantitative bandwagon effects.


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