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Related Concept Videos

Self-Evaluation: Self-Enhancement and Self-Verification03:00

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Social psychologists have documented that feeling good about ourselves and maintaining positive self-esteem is a powerful motivator of human behavior (Tavris & Aronson, 2008). In the United States, members of the predominant culture typically think very highly of themselves and view themselves as good people who are above average on many desirable traits (Ehrlinger, Gilovich, & Ross, 2005). Often, our behavior, attitudes, and beliefs are affected when we experience a threat to our...
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The halo effect is a cognitive bias in which an individual's overall impression influences judgments about their specific traits. This psychological phenomenon leads people to associate positive characteristics with those they perceive as generally good and negative characteristics with those they view as bad. This effect is particularly influential in social perception, professional evaluations, and decision-making processes.The Psychological Basis of the Halo EffectThe halo effect is rooted...
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Cognitive psychologist Richard Lazarus proposed the cognitive-mediational theory of emotions, which emphasizes how individuals' assessments of stressors significantly affect their experience of stress. According to Lazarus, the stress response is determined by a two-step appraisal process: primary appraisal and secondary appraisal. These cognitive appraisals help individuals evaluate the potential impact of a stressor and determine the adequacy of their coping resources.
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Related Experiment Video

Updated: Oct 18, 2025

The Joint Effect of Social Comparison and Social Distance on Evaluation of Intertemporal Choice Outcomes in Event-related Potential Studies
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Salient knowledge that others are also evaluating reduces judgment extremity.

Claire I Tsai1, Min Zhao2, Dilip Soman1

  • 1Rotman School of Management, University of Toronto, Toronto, ON M5S 3E6 Canada.

Journal of the Academy of Marketing Science
|October 5, 2021
PubMed
Summary

Knowing others are also completing online surveys reduces judgment extremity. Consumers predict moderate consensus and conform to it, impacting marketing research and crowdsourcing insights.

Keywords:
ConformityCrowdsourcingDigital surveyMarketing researchPresence of othersSocial normWeb surveys

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Area of Science:

  • Consumer Psychology
  • Marketing Research
  • Digital Behavior

Background:

  • Online marketing research is common, making respondents aware of others participating.
  • This awareness of social presence in digital research contexts is understudied.

Purpose of the Study:

  • To investigate how the salience of social presence influences consumer judgments in online research.
  • To understand the psychological mechanisms behind this influence.

Main Methods:

  • Six main studies and one auxiliary study were conducted.
  • The research focused on digital contexts where judgments are private and consensus is unverified.

Main Results:

  • High salience of others evaluating reduced judgment extremity.
  • This effect is driven by a tendency to predict and conform to a moderate consensus.

Conclusions:

  • Awareness of other respondents moderates consumer judgments in online research.
  • Findings have implications for survey design, data interpretation in marketing research, and crowdsourcing platforms.