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Do You Know Me? Consumer Calibration of Friends' Knowledge

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  • Andrew D. Gershoff
  • Gita Venkataramani Johar

Abstract

A consumer's decision to rely on a friend to act as an agent depends, in part, on beliefs about the friend's knowledge. Three studies examine the role of motivational and cognitive biases in estimating friends' personalized knowledge (e.g., knowledge of one's movie preferences). Results show that estimates of close friends' knowledge are less accurate than those of less close friends for personalized but not for impersonal knowledge. Specifically, the studies show more overestimation of personalized knowledge and more bias in integrating new information for close as opposed to less close friends, supporting a motivational explanation for miscalibration of personalized knowledge. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Andrew D. Gershoff & Gita Venkataramani Johar, 2006. "Do You Know Me? Consumer Calibration of Friends' Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(4), pages 496-503, March.
    • Handle: RePEc:oup:jconrs:v:32:y:2006:i:4:p:496-503
    DOI: 10.1086/500479
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    Citations

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    Cited by:

    1. Zakaria Babutsidze, 2012. "Consumer Learning through Interaction: Effects on Aggregate Outcomes," Chapters, in: Guido Buenstorf (ed.), Evolution, Organization and Economic Behavior, chapter 4, Edward Elgar Publishing.
    2. Ajoy S. Joseph & H. Y. Kamble, 2011. "Buying behaviour of Passenger Car Customers towards Auto Finance – An Empirical Study," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 2(1), pages 66-74, January.
    3. Diptiman Banerji & Ramendra Singh & Prashant Mishra, 2020. "Friendships in marketing: a taxonomy and future research directions," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 223-243, December.
    4. Barthelemy Chollet & Mickaël Géraudel & Caroline Danièle Mothe, 2013. "Generating Business Referrals for SMEs: The Contingent Value of CEOs' Social Capital," Post-Print hal-00915173, HAL.
    5. Alessandro Gandolfo & Lorenzo Lupi, 2014. "Social network branding: la politica di marca nell?era delle reti sociali digitali," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(2), pages 151-175.
    6. Pillai, Kishore Gopalakrishna & Kumar, V., 2012. "Differential Effects of Value Consciousness and Coupon Proneness on Consumers’ Persuasion Knowledge of Pricing Tactics," Journal of Retailing, Elsevier, vol. 88(1), pages 20-33.
    7. repec:oup:jecgeo:v:50:y:2023:i:2:p:363-381. is not listed on IDEAS
    8. Nathalie Lazaric & Fabrice Guel & Jean Belin & Vanessa Oltra & Sébastien Lavaud & Ali Douai, 2020. "Determinants of sustainable consumption in France: the importance of social influence and environmental values," Journal of Evolutionary Economics, Springer, vol. 30(5), pages 1337-1366, November.
    9. Wang, Xia & Yu, Chunling & Wei, Yujie, 2012. "Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 198-208.

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