Mistaking Dissimilar For Dislike: Why We Mispredict Others’ Diverse Preferences

People believe that others’ preferences are more mutually exclusive than their own: If someone likes Option A, they must dislike dissimilar Option B. We document the resulting prediction error, demonstrating that it is driven by a (false) belief that others have a narrower range of preferences than we ourselves have.


Kate Barasz, Tami Kim, and Leslie John (2015) ,"Mistaking Dissimilar For Dislike: Why We Mispredict Others’ Diverse Preferences", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 122-126.


Kate Barasz, Harvard Business School, USA
Tami Kim, Harvard Business School, USA
Leslie John, Harvard Business School, USA


NA - Advances in Consumer Research Volume 43 | 2015

Share Proceeding

Featured papers

See More


B9. The Power of Self-Effacing Brand Messages: Building Trust and Increasing Brand Attitudes

Tessa Garcia-Collart, Florida International University
Jessica Rixom, University of Nevada, Reno

Read More


I3. Hormonal Effects on Materialism and the Moderating Role of Intrasexual Competition

Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cristina Maria de Aguiar Pastore, Pontifical Catholic University of Paraná - PUCPR
Eric Stenstrom, Miami University, Ohio

Read More


Q2. Why do Kids Love Watching Unboxing Videos? Understanding The Motivations of Children to Consume Unboxing Toy Videos

Teresa Trevino, Universidad de Monterrey
Mariela Coronel, UDEM
Valeria Martínez, UDEM
Ivanna Martínez, UDEM
Daniela Kuri, UDEM

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.