Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference

EMAC 2019 Annual Conference


Thumbs up? : An assessment of clicking-on-thumb-button behavior as a measure of attitudes
(A2019-8561)

Published: May 28, 2019

AUTHORS

Carl-Philip Ahlbom, Stockholm School of Economics; Magnus Söderlund, Stockholm School of Economics; Reema Singh, Stockholm School of Economics

KEYWORDS

Liking; attitudes; convergent validity

ABSTRACT

Despite the fact that clicks on thumb buttons on Internet sites are used increasingly as performance indicators by practitioners, and as independent and dependent variables by academic researchers, it is unclear which theoretical constructs such clicks capture. Intuitively, however, clicking on a thumb can be seen as the expression of an evaluation, which researchers typically conceptualize in attitudinal terms. The present study examined if it is reasonable to view clicking-on-a-thumb-button behavior in relation to an object as an attitude towards the object. The assessment, involving ten empirical studies (both experiments and surveys), and comprising thumb button-based measures as well as traditional measures of attitudes and intentions, showed that clicking-on-a-thumb-button behavior was a poor indicator of attitudes (and of intentions) when strict criteria for convergent validity are applied.