For brands to thrive they must understand consumer sentiment; if consumers’ likelihood to share their opinion is a function of their attitude toward a brand, then brands’ perception of consumer sentiment may be systematically biased. While research in consumer-to-consumer sharing (i.e., word...

How does controversy affect conversation? We use both lab and field data to address this question. Contrary to popular belief, controversial things are not necessarily more likely to be discussed. Data from an online news forum show that controversy increases likelihood of discussion at low...

Research demonstrates that people utilize both reasoning and feeling in decision making and that both strategies can be advantageous. However, little is known about how people perceive their decision making relative to others. Despite research findings and popular appeals supporting the use of...