If It’S Similar, It's More Likely…But Can It Be Worth It? the Impact of Manipulating Perceived Similarity on Probability Judgments and Outcome

Elise Chandon Ince, Virginia Tech University, USA
Hui-Yun Chen, Virginia Tech, USA
Robyn LeBoeuf, University of Florida, USA
In three studies, we show that increasing perceived proximity to an affected individual inflated probability ratings for the likelihood that the event will affect the self. These inflated probabilities, in turn, led people to infer that events that strike proximal (vs. distant) others will have a lesser impact.
[ to cite ]:
Elise Chandon Ince, Hui-Yun Chen, and Robyn LeBoeuf (2011) ,"If It’S Similar, It's More Likely…But Can It Be Worth It? the Impact of Manipulating Perceived Similarity on Probability Judgments and Outcome ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 611-612.