Recommendations in taste related domains: collaborative filtering vs. social filtering
Proceedings of the 2007 international ACM conference on Supporting group work
Crowdsourcing user studies with Mechanical Turk
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Personalized recommendation of social software items based on social relations
Proceedings of the third ACM conference on Recommender systems
HICSS '10 Proceedings of the 2010 43rd Hawaii International Conference on System Sciences
Crowdsourcing graphical perception: using mechanical turk to assess visualization design
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Opinion Leadership and Social Contagion in New Product Diffusion
Marketing Science
The impact of social information on visual judgments
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Informing decisions: how people use online rating information to make choices
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
How Does Popularity Information Affect Choices? A Field Experiment
Management Science
Proceedings of the 12th ACM conference on Electronic commerce
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We have conducted three empirical studies of the effects of friend recommendations and general ratings on how online users make choices. We model and quantify how a user deciding between two choices trades off an additional rating star with an additional friend's recommendation when selecting an item. We find that negative opinions from friends are more influential than positive opinions, and people exhibit "more random" behavior in their choices when the decision involves less cost and risk. Our results are quite general in the sense that people across different demographics trade off recommendations from friends and ratings from the general public in a similar fashion.