01531nas a2200121   4500008004100000245011700041210006900158260000900227520107500236653001401311100001801325856006601343       2023                        eng d00aEmbracing the Spotlight (Effect): How Attention Received Online Influences Consumers’ Offline Spotlight Biases0 aEmbracing the Spotlight Effect How Attention Received Online Inf  c20233 aIn general, consumers perceive others to pay more attention to them than is actually the case (i.e., the spotlight bias). The present research examines how the magnitude of this bias (i.e., the relative inaccuracy of these attention-related perceptions) can be influenced by the attention consumers receive after sharing content online. Specifically, when consumers receive more (less) attention after sharing content online, they experience increased (decreased) egocentrism. This, in turn, increases (decreases) the inaccuracy of their perceptions regarding the attention others pay to their subsequent offline behavior—i.e., it increases (decreases) the magnitude of their spotlight biases. This effect is moderated by both consumers’ need for attention and their intensity of social media use. Thus, this research highlights how online feedback mechanisms can have a detrimental effect on consumers’ ability to accurately perceive their offline social environments. It also contributes to theory by demonstrating the online-to-offline contagion of egocentrism.10aMarketing1 aHall, Matthew  uhttps://link.springer.com/article/10.1007/s11002-023-09685-4/