Intuitive Confidence and the Effect of Option Valence on Preference Projection

People often project their preferences onto others. We suggest that this projection effect emerges, in part, because people are often confident in their own preferences. And, because people feel less confident choosing between negative options, the projection effect will reduce for such decisions. Supporting this, projection effects were stronger when people chose between gains than losses (Study 1), and between attractive rather than unattractive faces (Study 2). Furthermore, when the task required a “rejection” rather than a “choice,” people were more confident selecting between unattractive options, and the effect of valence on projection reversed (Studies 3 and 4).


Leif D. Nelson, Joseph Simmons, and Jeff Galak (2009) ,"Intuitive Confidence and the Effect of Option Valence on Preference Projection", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 68-71.


Leif D. Nelson, University of California, San Diego, USA
Joseph Simmons, Yale University, USA
Jeff Galak, New York University, USA


NA - Advances in Consumer Research Volume 36 | 2009

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