Abstract
Abstract. Building on psychocognitive theories of information processing, the purpose of this study was to examine the relative impacts of qualitative bandwagon (e.g., using qualitative information such as comments and reviews) and quantitative bandwagon (e.g., using quantitative information such as view and download counts as bandwagon cues) on content selection decisions by media users. An experiment (N = 77) was conducted to investigate the contributions of the two types of bandwagon behaviors to the selections of Hollywood movies online and to identify factors moderating such bandwagon effects. The results showed that cognitive load was negatively associated with the strength of qualitative bandwagon effects, while positively associated with the strength of quantitative bandwagon effects. Although it was marginally significant, the results also showed that the impact of the quantitative bandwagon effect became stronger when individuals were less familiar with Hollywood movies. Implications with respect to tendency for choice imitation, as well as the conceptual understanding of and methodological approach to the bandwagon behaviors in movie selection, are discussed.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
