From Personal Choices to Perceived Popularity: the Impact of Choice Difficulty on Estimated Consensus

Mary Steffel, University of Cincinnati, USA
Eldar Shafir, Princeton University, USA
People infer consensus, not just from the choices they make, but also from the metacognitive experiences that accompany decision-making. Consequently, when choice difficulty varies independently from the relative attractiveness of the choice alternatives (e.g., as with repeated choices), reliance on choice difficulty can lead to systematic mispredictions of consensus.
[ to cite ]:
Mary Steffel and Eldar Shafir (2012) ,"From Personal Choices to Perceived Popularity: the Impact of Choice Difficulty on Estimated Consensus ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 134-138.