What’S Not to Like? Preference Asymmetry in the False Consensus Effect
Prior research has shown that individuals are susceptible to a false consensus effect, which is a tendency to overestimate the percentage of others who share their own opinions. In four studies, we show that the magnitude of the false consensus effect depends on the valence of one’s own opinion, such that overestimation of population consensus is greater when an individual likes an alternative, compared to when he or she dislikes it. Further, we show that this moderation of false consensus is driven by the availability of counter-valence attributes, that is, attributes that are disliked in liked alternatives and attributes that are liked in disliked alternatives. We discuss theoretical implications of these results for interpersonal judgments, as well as practical implications for individuals in daily life.
Andrew Gershoff, Ashesh Mukherjee, and Anirban Mukhopadhyay (2008) ,"What’S Not to Like? Preference Asymmetry in the False Consensus Effect", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 221-224.
Andrew Gershoff, University of Michigan
Ashesh Mukherjee, McGill University, Canada
Anirban Mukhopadhyay, Hong Kong University of Science and Technology, China
NA - Advances in Consumer Research Volume 35 | 2008
O6. Be Aware of Your Suspicion: When “Being Suspicious” Ironically Leads to Suboptimal Judgment- and Decision-Making
Julie Verstraeten, Ghent University, Belgium
Tina Tessitore, INSEEC Business School, France
Maggie Geuens, Ghent University, Belgium
F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?
Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
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Alejandra Rodriguez, Oklahoma State University, USA
Ted Matherly, Oklahoma State University, USA