How Well Do You Know Me? Consumer Calibration of Others’ Knowledge

ABSTRACT - Pairs of friends were assigned to either a target or perceiver condition. Each target provided ratings on six consumer related preference and attitude scales, willingness to rely on the perceiver as an agent, and confidence estimates for the perceiver’s ability to predict the target’s responses. Each perceiver provided estimates of the target’s responses. Results indicate that a target’s willingness to rely on a friend is correlated with beliefs that the friend knows them. However, confidence in a friend’s knowledge about them is not predicted by objective accuracy of the friend’s knowledge, indicating poor calibration. Instead, confidence is predicted by the involvement in the relationship.



Citation:

Andrew D. Gershoff and Gita V. Johar (2003) ,"How Well Do You Know Me? Consumer Calibration of Others’ Knowledge", in E - European Advances in Consumer Research Volume 6, eds. Darach Turley and Stephen Brown, Provo, UT : Association for Consumer Research, Pages: 18.

European Advances in Consumer Research Volume 6, 2003      Page 18

HOW WELL DO YOU KNOW ME? CONSUMER CALIBRATION OF OTHERS’ KNOWLEDGE

Andrew D. Gershoff, Columbia University, USA

Gita V. Johar, Columbia University, USA

ABSTRACT -

Pairs of friends were assigned to either a target or perceiver condition. Each target provided ratings on six consumer related preference and attitude scales, willingness to rely on the perceiver as an agent, and confidence estimates for the perceiver’s ability to predict the target’s responses. Each perceiver provided estimates of the target’s responses. Results indicate that a target’s willingness to rely on a friend is correlated with beliefs that the friend knows them. However, confidence in a friend’s knowledge about them is not predicted by objective accuracy of the friend’s knowledge, indicating poor calibration. Instead, confidence is predicted by the involvement in the relationship.

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Authors

Andrew D. Gershoff, Columbia University, USA
Gita V. Johar, Columbia University, USA



Volume

E - European Advances in Consumer Research Volume 6 | 2003



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