Hartford, Kevin2013-02-232013-02-232013-02-23http://hdl.handle.net/10222/16032http://dx.doi.org/10.5931/djim.v8i1.249For financial endeavours that affect their immediate financial and physical well-being – finding a doctor, hiring a lawyer - people turn to trustworthy sources like family and friends for advice. For more frivolous matters – what movie to see, what restaurant to frequent – people are more comfortable seeking a stranger's opinion via online reviews and recommendations. This paper examines the ways in which the presentation of online and offline information affect the decision-making process, as well as investigates the relevance of validity in subjective opinions.enText