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Consumer-Product Skill Matching: The Effects of Difficulty on Relative Self-Assessment and Choice

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  • Katherine A. Burson

Abstract

Consumers infer their best product choice from comparative information about themselves and products (Prelec, Wernerfelt, and Zettelmeyer). Though common, this "matching" process leads to unstable preferences when perceived product ranks change due to product array manipulations. This article proposes that another variable, task difficulty, also leads to inconsistent choices through the matching process. Accuracy resulting from matching is also assessed by exploring domains where comparative standing is based on measurable, objective skill. The present studies show that people rely heavily on their relative self-assessments in product choice, but these estimates are often inaccurate and thus lead to unintended and inconsistent choices. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

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  • Katherine A. Burson, 2007. "Consumer-Product Skill Matching: The Effects of Difficulty on Relative Self-Assessment and Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 104-110, March.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:1:p:104-110
    DOI: 10.1086/513051
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    Cited by:

    1. Lin, Zhibin & Filieri, Raffaele, 2015. "Airline passengers’ continuance intention towards online check-in services: The role of personal innovativeness and subjective knowledge," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 81(C), pages 158-168.
    2. Jelena Zelenović & Vera Zelenović, 2022. "Managing Consumers and Employees through Digital Services," Sustainability, MDPI, vol. 14(14), pages 1-25, July.
    3. Zhang, Mingyue & Zhao, Haichuan & Chen, Haipeng (Allan), 2022. "How much is a picture worth? Online review picture background and its impact on purchase intention," Journal of Business Research, Elsevier, vol. 139(C), pages 134-144.
    4. Parsa, H.G. & Lord, Kenneth R. & Putrevu, Sanjay & Kreeger, Jeff, 2015. "Corporate social and environmental responsibility in services: Will consumers pay for it?," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 250-260.
    5. Bogard, Jonathan E. & Delmas, Magali A. & Goldstein, Noah J. & Vezich, I. Stephanie, 2020. "Target, distance, and valence: Unpacking the effects of normative feedback," Organizational Behavior and Human Decision Processes, Elsevier, vol. 161(S), pages 61-73.

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