Discrepant Beliefs About Quality Versus Taste

Stephen Spiller, UCLA, USA
Helen Bologolova, Facebook, USA
A choice can be represented as a matter of quality or taste. How consumers represent a choice influences their perceived consensus, self-references when explaining their choices, willingness to pay for their preferred options, and reasoning about sets of others’ choices.
[ to cite ]:
Stephen Spiller and Helen Bologolova (2014) ,"Discrepant Beliefs About Quality Versus Taste", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 189-193.