Consuming Regardless of Quality: Consumers Overestimate the Impact of Quality Differences on the Amount Consumed

Across four studies, we find that people overestimate how much quality differences influence the amount they end up consuming. We propose that consumers overestimate the mindfulness of their consumption decisions, resulting in an overestimation of the influence of consumption norms, and an underestimation of the influence of visceral factors.



Citation:

Tom Meyvis and Heeyoung Yoon (2017) ,"Consuming Regardless of Quality: Consumers Overestimate the Impact of Quality Differences on the Amount Consumed", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 186-190.

Authors

Tom Meyvis, New York University, USA
Heeyoung Yoon, New York University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

R11. The Influence of Brand Rituals on Perceived Brand Authenticity

Lijing Zheng, University of Hong Kong
Echo Wen Wan, University of Hong Kong
Zhongqiang (Tak) Huang, University of Hong Kong

Read More

Featured

N10. How Does It Make You Feel? Emotional Reasoning and Consumer Decisions

Andrea Rochelle Bennett, University of North Texas
Blair Kidwell, University of North Texas
Jonathan Hasford, University of Central Florida, USA
David Hardesty, University of Kentucky, USA
Molly Burchett, University of Kentucky, USA

Read More

Featured

“It’s Not You, It’s Me”: How Corporate Social Responsibility Decreases Customer Citizenship Behavior

Sofia Batista Ferraz, EAESP-FGV
Andres Rodriguez Veloso, University of São Paulo, Brazil
Diogo Hildebrand, Baruch College, USA

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.