Swayed by Friends or by the Crowd?

  • Zeinab Abbassi
  • Christina Aperjis
  • Bernardo A. Huberman
Part of the Lecture Notes in Computer Science book series (LNCS, volume 7710)


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.


Recommender System Online Social Network Positive Opinion Negative Opinion Average Completion Time 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Zeinab Abbassi
    • 1
  • Christina Aperjis
    • 2
  • Bernardo A. Huberman
    • 2
  1. 1.Department of Computer ScienceColumbia UniversityNew YorkUSA
  2. 2.Social Computing Group, HP LabsPalo AltoUSA

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