Judging Good Taste: True Preference Or Pretense?

How can individuals distinguish between authentic preferences and pretentiousness? Four studies show that, relative to simply maximizing the proportion of high-quality choices, occasional low-quality choices serve as signals of authenticity. Judgments of true good taste result from a mixture of choice options that indicate the ability to discern quality independently.


Klaus Wertenbroch, Amit Bhattacharjee, and Alixandra Barasch (2014) ,"Judging Good Taste: True Preference Or Pretense?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 189-193.


Klaus Wertenbroch, INSEAD, France
Amit Bhattacharjee, Dartmouth College, USA
Alixandra Barasch, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 42 | 2014

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