‘Tis Better to Give Than to Receive: Preference Estimates Conditioned on Own and Other’S Preferences

Andrew Gershoff, University of Texas at Austin, USA
Susan Broniarczyk, University of Texas at Austin, USA
Three studies show consumers are more accurate when estimating the probability that others will like what they like (P(other+|self+) compared to estimates of liking what others like (P(self+|other+). How consumers categorize information about their own preferences, others’ preferences, and attributes of the products is shown to drive these differences.
[ to cite ]:
Andrew Gershoff and Susan Broniarczyk (2012) ,"‘Tis Better to Give Than to Receive: Preference Estimates Conditioned on Own and Other’S Preferences", 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.