Marketing managers and consumers who use the web as a source of information often use input from strangers to make decisions or gain knowledge. The authors propose that in such contexts the information provider's current and past behaviors, relative to those of other information providers,...

Although marketing managers and customers often seek information to make decisions or gain knowledge, we know little about what affects individual judgments of the value of received information. We argue that, in settings where information comes from multiple information providers with whom the...