Inconsistency Between Predicted and Actual Sensitivity of Evaluation Or Liking to Attribute Values

Jiao Zhang, University of Miami, USA
Christopher Hsee, University of Chicago, USA
In this research, we show that consumers tend to believe that when experiencing an outcome (e.g., a perfume or a photo) alone, their evaluation of or liking for it will be sensitive to its value (e.g., whether the perfume is expensive or cheap; the resolution of the photo); but actual sensitivity is often much lower, resulting in overprediction. We also show that consumers’ knowledge of the attribute under evaluation influences whether such overprediction would occur: Overprediction happens for unknowledgeable consumers but not for knowledgeable ones.
[ to cite ]:
Jiao Zhang and Christopher Hsee (2009) ,"Inconsistency Between Predicted and Actual Sensitivity of Evaluation Or Liking to Attribute Values", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 56-59.