Social Influence on Choice Under Uncertainty

Young Eun Huh, Carnegie Mellon University, USA
Joachim Vosgerau, Carnegie Mellon University, USA
Carey Morewedge, Carnegie Mellon University, USA
One cue that decisions-makers often use is the prior choice of another decision-maker. We show that other’s choices act as default-options which cause choice mimicry under uncertainty. Furthermore, we demonstrate that informational influence and social conformity cannot account for the observed choice mimicry under uncertainty.
[ to cite ]:
Young Eun Huh, Joachim Vosgerau, and Carey Morewedge (2011) ,"Social Influence on Choice Under Uncertainty", 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.