Same Destination, Different Paths: the Effect of Observing Others’ Divergent Reasoning on Choice Confidence

Cait Poynor, University of Pittsburgh, USA
Rebecca Walker Naylor, Ohio State University, USA
Kelly Haws, Texas A&M University, USA
We demonstrate across two studies that observed choices do not tell the whole story of social influence. Rather, we show that confidence in our own decisions can be diminished if others make the same choice we do but justify the choice using a different rank ordering of relevant reasons.
[ to cite ]:
Cait Poynor, Rebecca Walker Naylor, and Kelly Haws (2011) ,"Same Destination, Different Paths: the Effect of Observing Others’ Divergent Reasoning on Choice Confidence", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.