Increasing Attributional Certainty via Social Media: Learning About Others One Bit at a Time

This study presents a novel examination of changes in attributions about individuals via information obtained from online sources within the context of hiring decisions. An experiment had 127 participants examine dossiers collected about a job applicant, in some conditions containing either positively or negatively valenced information about the applicant, obtained from the Internet. Results indicated online information significantly increases attributional certainty and positively valenced online information led to more favorable impressions of the applicant's perceived fit and employability. Surprisingly, results also violate assumptions of the increased magnitude of attributions due to negative information. Findings are discussed with respect to uncertainty reduction strategies, the negativity effect of online information, and implications for job seekers and employers.