The Role of (Dis)similarity in (Mis)predicting Others' Preferences. (August 2016)

• Record Type: Journal Article
• Authors: Barasz, Kate; Kim, Tami; John, Leslie K.
• Is Part Of: JMR, Journal of marketing research. Volume 53:Number 4(2016)
• Page Start: 597
• Page End: 607
• Publication Date: 2016-08
• Subjects: social inference -- preference prediction -- self–other difference -- perceived similarity -- prediction error; Marketing research -- Periodicals; 658.8305
• DOI: 10.1509/jmr.15.0226
• Languages: English
• ISSNs: 0022-2437

Abstract

Consumers readily indicate that they like options that appear dissimilar—for example, enjoying both rustic lake vacations and chic city vacations, or liking both scholarly documentary films and action-packed thrillers. However, when predicting other consumers' tastes for the same items, people believe that a preference for one precludes enjoyment of the dissimilar other. Five studies show that people sensibly expect others to like similar products, but erroneously expect others to dislike dissimilar ones. While people readily select dissimilar items for themselves (particularly if the dissimilar item is of higher quality than a similar one), they fail to predict this choice for others—even when monetary rewards are at stake. The tendency to infer dislike from dissimilarity is driven by a belief that others have narrow and homogeneous ranges of preferences.