The Limits of Collective Intelligence: Group Dynamics of Binary Choice and Belief Formation
We investigate the generalizability of collective intelligence research showing that social exchange improves factual belief accuracy. While prior work operationalized beliefs as continuous numeric estimates (“how long will this product last?”) we show theoretically and empirically that collective intelligence fails for binary choice decisions (“should I purchase?”).
Joshua Becker, Douglas Guilbeault, and Ned Smith (2020) ,"The Limits of Collective Intelligence: Group Dynamics of Binary Choice and Belief Formation", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 842-846.
Joshua Becker, Northwestern University, USA
Douglas Guilbeault, University of Pennsylvania, USA
Ned Smith, Northwestern University, USA
NA - Advances in Consumer Research Volume 48 | 2020
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