Discrepant Beliefs About Quality Versus Taste

A choice can be represented as a matter of quality or taste. How consumers represent a choice influences their perceived consensus, self-references when explaining their choices, willingness to pay for their preferred options, and reasoning about sets of others’ choices.



Citation:

Stephen Spiller and Helen Bologolova (2014) ,"Discrepant Beliefs About Quality Versus Taste", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 189-193.

Authors

Stephen Spiller, UCLA, USA
Helen Bologolova, Facebook, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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