‘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

When Perceiving Oneself as a Spender Increases Saving

Emily Garbinsky, University of Notre Dame, USA
Nicole Mead, University of Melbourne, Australia

Read More

Featured

Safety or Luxury: The Effect of Competitiveness on Consumer Preference in Social Crowding

Lijun Zhang, Nanyang Technological University, Singapore
Yee Ling, Elaine Chan, Nanyang Technological University, Singapore

Read More

Featured

When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project

Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel

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.