Understanding Through the Eyes of Others: Inferences Regarding Chosen and Forgone Products

Stephen He, Manhattan College, USA
Samuel Bond, Georgia Tech, USA
This research examines the inferences consumers make about other consumers, based on the choices they observe. We demonstrate that such inferences are systematically affected by whether the product is chosen by the majority or the minority group, the level of consensus, and whether the product is affect-rich or affect-poor.
[ to cite ]:
Stephen He and Samuel Bond (2013) ,"Understanding Through the Eyes of Others: Inferences Regarding Chosen and Forgone Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.