Conditional Projection: How Own Evaluations Impact Beliefs About Others Whose Choices Are Known

Yesim Orhun, University of Michigan, USA
Oleg Urminsky, University of Chicago, USA
How do own ratings of choice options impact beliefs about others’ ratings, for others making either the same or the opposite choice? Contrary to current false consensus theories, we find conditional preference projection: beliefs are based on the assumption that others’ choices arose from corresponding preferences to one’s own.
[ to cite ]:
Yesim Orhun and Oleg Urminsky (2012) ,"Conditional Projection: How Own Evaluations Impact Beliefs About Others Whose Choices Are Known", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 271-275.