The Statistical Self-Fulfilling Selection Fallacy: When Markets Inadvertently Reinforce False Beliefs

We identify a previously overlooked collective market mechanism that inadvertently leads consumers to maintain and strengthen erroneous beliefs (e.g., overestimating the link between brand prestige and product quality). This mechanism manifests, even absent motivated reasoning, by producing deceptively compelling evidence that appears to support those false beliefs, thereby reinforcing them.



Citation:

Yeonjeong Kim and Christopher Olivola (2020) ,"The Statistical Self-Fulfilling Selection Fallacy: When Markets Inadvertently Reinforce False Beliefs", 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.

Authors

Yeonjeong Kim, Massachusetts Institute of Technology, USA
Christopher Olivola, Carnegie Mellon University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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