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.
Citation:
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.
Authors
Graham Overton, Bocconi University, Italy
Joachim Vosgerau, Bocconi University, Italy
Ioannis Evangelidis, ESADE Business School, Spain
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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