The Discrimination Heuristic: the Role of Variance in Judgements of Expertise

Gerri Spassova, Monash University, Australia
Mauricio Palmeira, Monash University, Australia
This research proposes that people use the variance in a critic’s ratings, i.e. discrimination, as a heuristic for expertise. Importantly, people often apply this heuristic inappropriately, ignoring other expertise-diagnostic information even when that information contradicts the discrimination cue. Implications for consumers and writers of product reviews are discussed.
[ to cite ]:
Gerri Spassova and Mauricio Palmeira (2015) ,"The Discrimination Heuristic: the Role of Variance in Judgements of Expertise", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 692-693.