Consumers Confuse Consensus With Strength of Preferences

We show that consumers confuse product consensus information (e.g., 70% prefer product A over product B) with strength of preferences for the products (e.g. how much better A is rated than B), which leads them to draw erroneous inferences about the quality of the products.


Graham Overton, Joachim Vosgerau, and Ioannis Evangelidis (2020) ,"Consumers Confuse Consensus With Strength of Preferences", 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: 886-890.


Graham Overton, Bocconi University, Italy
Joachim Vosgerau, Bocconi University, Italy
Ioannis Evangelidis, ESADE Business School, Spain


NA - Advances in Consumer Research Volume 48 | 2020

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