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What's Not to Like? Preference Asymmetry in the False Consensus Effect

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  • Andrew D. Gershoff
  • Ashesh Mukherjee
  • Anirban Mukhopadhyay

Abstract

Prior research has shown that individuals are often susceptible to a false consensus effect, whereby they overestimate the extent to which others share their opinions. In three studies, we show that the strength of the false consensus effect is moderated by the valence of one's own opinion, such that overestimation of population consensus is greater when an individual likes an alternative as compared to when she or he dislikes it. Further, we show that this moderation of false consensus is driven by the availability of countervalence attributes, that is, disliked attributes in liked alternatives and liked attributes in disliked alternatives. We discuss theoretical and practical implications of these results. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Andrew D. Gershoff & Ashesh Mukherjee & Anirban Mukhopadhyay, 2008. "What's Not to Like? Preference Asymmetry in the False Consensus Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(1), pages 119-125, November.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:1:p:119-125
    DOI: 10.1086/524416
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    Cited by:

    1. Grohs, Reinhard & Raies, Karine & Koll, Oliver & Mühlbacher, Hans, 2016. "One pie, many recipes: Alternative paths to high brand strength," Journal of Business Research, Elsevier, vol. 69(6), pages 2244-2251.
    2. Mukherjee, Ashesh & Burnham, Thomas & King, Dan, 2021. "Anticipated firm interaction can bias expressed customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    3. Mühlbacher, Hans & Raies, Karine & Grohs, Reinhard & Koll, Oliver, 2016. "Drivers of brand strength: Configural paths to strong cognitive brand equity," Journal of Business Research, Elsevier, vol. 69(8), pages 2774-2780.
    4. Brenner, Lyle & Bilgin, Baler, 2011. "Preference, projection, and packing: Support theory models of judgments of others' preferences," Organizational Behavior and Human Decision Processes, Elsevier, vol. 115(1), pages 121-132, May.

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