Judging Good Taste: True Preference Or Pretense?

Klaus Wertenbroch, INSEAD, France
Amit Bhattacharjee, Dartmouth College, USA
Alixandra Barasch, University of Pennsylvania, USA
How can individuals distinguish between authentic preferences and pretentiousness? Four studies show that, relative to simply maximizing the proportion of high-quality choices, occasional low-quality choices serve as signals of authenticity. Judgments of true good taste result from a mixture of choice options that indicate the ability to discern quality independently.
[ to cite ]:
Klaus Wertenbroch, Amit Bhattacharjee, and Alixandra Barasch (2014) ,"Judging Good Taste: True Preference Or Pretense?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 189-193.