People Who Bought This Also Bought That

We present a phenomenon we call similarity extrapolation – the psychological transfer of similarity in preferences between self and others from a specific, yet arbitrary, domain to unrelated domains. We show people are insensitive to domain, i.e., people extrapolate similarity to the same extent from one domain to extremely different domains, even when similarity information is clearly selected from sets likely to contain disconfirming evidence. Moreover, our data support categorical inference as an explanatory mechanism for similarity extrapolation. We conclude with implications for agent decision-making, gift-giving, brand extensions, and online recommendations such as “People who bought this also bought that.”


Valeria Noguti and Jack Soll (2007) ,"People Who Bought This Also Bought That", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 366-367.


Valeria Noguti, School of Marketing, University of Technology Sydney, Australia
Jack Soll, Fuqua School of Business, Duke University, US


E - European Advances in Consumer Research Volume 8 | 2007

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