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

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