Appl Clin Inform - How online crowds influence the way individual consumers answer health questions: an online prospective study.

Tópicos

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Resumo

JECTIVE: To investigate whether strength of social feedback, i.e. other people who concur (or do not concur) with one's own answer to a question, influences the way one answers health questions.METHODS: Online prospective study. Two hundred and twenty-seven undergraduate students were recruited to use an online search engine to answer six health questions. Subjects recorded their pre- and post-search answers to each question and their level of confidence in these answers. After answering each question post-search, subjects were presented with a summary of post-search answers provided by previous subjects and were asked to answer the question again.RESULTS: There was a statistically significant relationship between the absolute number of others with a different answer (the crowd's opinion volume) and the likelihood of an individual changing an answer (P<0.001). For most questions, no subjects changed their answer until the first 10-35 subjects completed the study. Subjects' likelihood of changing answer increased as the percentage of others with a different answer (the crowd's opinion density) increased (P=0.047). Overall, 98.3% of subjects did not change their answer when it concurred with the majority (i.e. >50%) of subjects, and that 25.7% of subjects changed their answer to the majority response when it did not concur with the majority. When subjects had a post-search answer that did not concur with the majority, they were 24% more likely to change answer than those with answers that concurred (P<0.001).CONCLUSION: This study provides empirical evidence that crowd influence, in the form of online social feedback, affects the way consumers answer health questions.

Resumo Limpo

jectiv investig whether strength social feedback ie peopl concur concur one answer question influenc way one answer health questionsmethod onlin prospect studi two hundr twentyseven undergradu student recruit use onlin search engin answer six health question subject record pre postsearch answer question level confid answer answer question postsearch subject present summari postsearch answer provid previous subject ask answer question againresult statist signific relationship absolut number other differ answer crowd opinion volum likelihood individu chang answer p question subject chang answer first subject complet studi subject likelihood chang answer increas percentag other differ answer crowd opinion densiti increas p overal subject chang answer concur major ie subject subject chang answer major respons concur major subject postsearch answer concur major like chang answer answer concur pconclus studi provid empir evid crowd influenc form onlin social feedback affect way consum answer health question

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