Mistaking Dissimilar For Dislike: Why We Mispredict Others’ Diverse Preferences

Kate Barasz, Harvard Business School, USA
Tami Kim, Harvard Business School, USA
Leslie John, Harvard Business School, USA
People believe that others’ preferences are more mutually exclusive than their own: If someone likes Option A, they must dislike dissimilar Option B. We document the resulting prediction error, demonstrating that it is driven by a (false) belief that others have a narrower range of preferences than we ourselves have.
[ to cite ]:
Kate Barasz, Tami Kim, and Leslie John (2015) ,"Mistaking Dissimilar For Dislike: Why We Mispredict Others’ Diverse Preferences", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 122-126.