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Salient knowledge that others are also evaluating reduces judgment extremity.

ABSTRACT: As companies increasingly conduct marketing research online (e.g., through social networking sites or their brand community platforms), the knowledge that others are also filling out the same surveys becomes increasingly salient to respondents. This research examines how the salience of this knowledge influences consumer judgments. Two important characteristics of our research paradigm are especially relevant to digital contexts: (1) judgements made by the consumers are neither observable nor subject to others' disapproval; and (2) consensus is not observable or verifiable. Nevertheless, in six main studies and one auxiliary study (Web Appendix), we found that high knowledge salience of others also evaluating reduced judgment extremity. Judgment extremity is quantified by the degree or strength of an evaluation or numeric estimate about a judgment target. This effect was driven by consumers' tendency to predict a moderate consensus and to conform to this perception. Implications for marketing research and crowdsourcing are discussed.

Supplementary information

The online version contains supplementary material available at 10.1007/s11747-021-00807-w.

SUBMITTER: Tsai CI

PROVIDER: S-EPMC8480460 | biostudies-literature |

REPOSITORIES: biostudies-literature

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Project description:Failed user authentication is a common event. Forgotten passwords and fingerprint non-recognition are the most common causes. Therefore, there is a need for efficient backup authentication methods, known as fallback authentication. However, fallback authentication methods suffer from different security and usability issues. This study aims to improve the security and usability of knowledge-based fallback authentication in the form of static security questions. The approach proposed in this study was designed considering different factors, such as question features, authentication mechanisms, and the use of tools to aid in composing memorable and secure answers. This study used a two-part experiment with 23 participants to evaluate the proposed approach based on security model testing. The results show that the proposed approach offered improved resistance to blind guess, focused guess, and observation guess attacks. While usability was clearly improved with questions that were based on recognition mechanisms, our results indicate that fallback authentication systems need a flexible level of security and avoidance of complexity in composing answers. In addition, our results indicate the effectiveness of using user behavioral details in the choice of topics for questions, where behavioral questions must have both high recall levels and resistance against guessing attacks. This work theoretically extends the knowledge of fallback authentication research by evaluating new security questions for fallback authentication considering replace of classical topics of security questions by introducing new topics of security questions based on user behavior and personal preferences. Also, this study applies methods of managing answers to security questions by encouraging users to compose answers based on free strict rules that inspire them to create strong and memorable answers based on their own rules. In addition, the findings of this study could support the deployment of knowledge-based authentication in fallback systems as a practical contribution to the user authentication field.

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Salient knowledge that others are also evaluating reduces judgment extremity.

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