‘Tis Better to Give Than to Receive: Preference Estimates Conditioned on Own and Other’S Preferences

Three studies show consumers are more accurate when estimating the probability that others will like what they like (P(other+|self+) compared to estimates of liking what others like (P(self+|other+). How consumers categorize information about their own preferences, others’ preferences, and attributes of the products is shown to drive these differences.



Citation:

Andrew Gershoff and Susan Broniarczyk (2012) ,"‘Tis Better to Give Than to Receive: Preference Estimates Conditioned on Own and Other’S Preferences", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 271-275.

Authors

Andrew Gershoff, University of Texas at Austin, USA
Susan Broniarczyk, University of Texas at Austin, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Neural pattern similarity reveals brand equity

Feng Sheng, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA

Read More

Featured

Disgusting? No, just different. Understanding consumer skepticism towards sustainable food innovations

Jan Andre Koch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jan Willem Bolderdijk, University of Groningen, The Netherlands

Read More

Featured

When Zero Prices Backfire: A Dual-Process Model for Understanding Consumers’ Reactions to Zero Prices

Fengyan Cai, Shanghai Jiao Tong University
Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.