Valuing Dissimilarity: the Role of Diversity in Preference Predictions

Rachel Meng, Columbia University, USA
Stephanie Y. Chen, University of Chicago, USA
Daniel M. Bartels, University of Chicago, USA
We examine how people integrate opinions from similar and dissimilar others to predict matters of taste. People prefer to sample and use information from diverse (vs. similar) advisors when making more verifiable judgments about an unfamiliar item and when they perceive a product category to represent matters of objective quality.
[ to cite ]:
Rachel Meng, Stephanie Y. Chen, and Daniel M. Bartels (2015) ,"Valuing Dissimilarity: the Role of Diversity in Preference Predictions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 122-126.