The bandwagon effect of collaborative filtering technology

S. Shyam Sundar, Anne Oeldorf-Hirsch, Qian Xu

Research output: Contribution to conferencePaperpeer-review

110 Scopus citations


Advancements in collaborative filtering and related technologies have resulted in the ubiquitous presence of other users' opinions and actions on a variety of Websites and portals, ranging from news to music to photo sites. But, do these cues about others' behaviors guide our own decisions online? Our lab group has begun exploring this "bandwagon effect" from a variety of perspectives. In one pilot study reported here, outcomes such as purchase intention and attitudes toward products on an e-commerce site are dictated by user perceptions of others' opinions about the site's products. Empirical determination of the cues triggered by collaborative filtering technologies and the psychological mechanisms by which they lead to bandwagon effects have important implications for interface design of technologies that display user input.

Original languageEnglish (US)
Number of pages6
StatePublished - 2008
Event28th Annual CHI Conference on Human Factors in Computing Systems - Florence, Italy
Duration: Apr 5 2008Apr 10 2008


Other28th Annual CHI Conference on Human Factors in Computing Systems

All Science Journal Classification (ASJC) codes

  • Software
  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design


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