The interaction between reputation and information search: Evidence of information avoidance and confirmation bias

Jeanne Lallement (1) , Sylvain Dejean (2) , Florence Euzéby (3) , Carole Martinez (4)

1 LR-MOS - La Rochelle - Management, Organisation & Société
2 MARSOUIN - Môle Armoricain de Recherche sur la SOciété de l'information et des usages d'INternet
3 CEREGE - CEntre de REcherche en GEstion - EA 1722
4 IRG - Institut de Recherche en Gestion

This paper investigates how the valence of reputation affects the information search, and how the outcome of the search can result in a reevaluation of reputation. The protocol uses a digital version of the Information Display Board (IDB) to examine the dynamics of information search and reputation building. A sample of 1811 respondents was asked about their perceptions of the reputation of specific performing arts events, pre-and post-information search. The findings provide evidence of a confirmation bias (between positive information and the information search), and support information avoidance theories. Specifically, our results show that prior reputation only affected the online information search for consumers with no opinion, or with a positive opinion of a show's reputation. Furthermore, the information search only modifies reputation when consumers have no prior opinion.

Keywords: Information display board; Reputation building; Information search; Information avoidance; Reputation; Information display board

Domains: Humanities and Social Sciences; Humanities and Social Sciences; Business administration

Jeanne Lallement, Sylvain Dejean, Florence Euzéby, Carole Martinez. The interaction between reputation and information search: Evidence of information avoidance and confirmation bias. Journal of Retailing and Consumer Services, 2020, 53, pp.101787. ⟨10.1016/j.jretconser.2019.03.014⟩. ⟨hal-02279286⟩