17-N: the Dissimilarity Magnifying Bias

We introduce and examine a dissimilarity magnifying bias in social perception, according to which others are considered first as exemplars of the least favorably perceived group to which they belong, even when they are simultaneously members of more favorably perceived groups. The bias and its implications are assessed in the context of brand user group membership.


Negin Latifi Kasani and Claudiu Dimofte (2017) ,"17-N: the Dissimilarity Magnifying Bias ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1043-1043.


Negin Latifi Kasani, ESSEC Business School, France
Claudiu Dimofte, San Diego State, USA


NA - Advances in Consumer Research Volume 45 | 2017

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