Evaluation Overconfidence: When Uncertainty in Attribute Understanding Produces Less Extreme Product Evaluations

Encouraging consumers to reflect on their attribute knowledge tends to reduce their confidence, which leads to more moderate (less extreme) product evaluations and influences consumer choice. The authors derive an explanation for this phenomenon by drawing on research on folk science and the illusion of explanatory depth.



Citation:

Deidre Popovich and Ryan Hamilton (2017) ,"Evaluation Overconfidence: When Uncertainty in Attribute Understanding Produces Less Extreme Product Evaluations", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 822-823.

Authors

Deidre Popovich, Texas Tech University, USA
Ryan Hamilton, Emory University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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