市场营销学系学术讲座（5月16日）

时间：2023年5月16日（周二）13:00-14:30

地点：思源楼 624

腾讯会议: 397 415 445 密码: 230516

主持人：许梦然市场营销学系

主题：I share, therefore I know? Sharing online content - even without reading it - inflates subjective knowledge

主讲人：Jianqing Zheng

Staff User Researcher at Meta

个人简介:

Jianqing Zheng is Staff User Researcher at Meta. He received his doctoral degree in Marketing from the University of Texas at Austin in 2020. His research interest lies in the intersection of social media, new technology and consumer information processing. His works have been published in Journal of Consumer Research, Journal of Consumer Psychology and Journal of the Association for Information Systems, and have been featured in major media outlets such as NPR, MSN，KXAN and Yahoo News.

摘要:

Billions of people across the globe use social media to acquire and share information. A large and growing body of research examines how consuming online content affects what people know. The present research investigates a complementary, yet previously unstudied question: how might sharing online content affect what people think they know? Sharing signals expertise, and people frequently internalize their public behavior into their private self-concepts. We therefore posit that sharing information on social media may cause people to believe they are as knowledgeable as their posts make them appear. We examine this possibility in the context of “sharing without reading,” a phenomenon that allows us to isolate the effect of sharing on subjective knowledge from any influence of reading or objective knowledge. Six studies provide correlational (study 1) and causal (studies 2, 2a) evidence that sharing—even without reading—increases subjective knowledge, and test the internalization mechanism by varying the degree to which sharing publicly commits the sharer to an expert identity (studies 3–5). A seventh study investigates potential consequences of sharing-inflated subjective knowledge on downstream behavior in the domain of financial decision-making.