Feeling Stupid About Nothing: Inferring Competence From Externally Caused Negative Outcomes
Across three studies we demonstrate that uncontrollable, unforeseeable, and essentially random negative outcomes can influence competence perceptions. We demonstrate that consumers who believe, in hindsight, that they could have done something to avoid a negative outcome feel incompetent, even when the outcome is clearly random and uncontrollable.
Matthew Philp and Laurence Ashworth (2016) ,"Feeling Stupid About Nothing: Inferring Competence From Externally Caused Negative Outcomes", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 593-594.
Matthew Philp, HEC Montreal, Canada
Laurence Ashworth, Queens University, Canada
NA - Advances in Consumer Research Volume 44 | 2016
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