Title: Why it is so hard to predict our partner's product preferences: The effect of target familiarity on prediction accuracy
Authors: Lerouge, Davy * ×
Warlop, Luk * #
Issue Date: Dec-2006
Publisher: Univ chicago press
Series Title: Journal of consumer research vol:33 issue:3 pages:393-402
Abstract: Many buying decisions require predictions of another person's product attitudes. Yet, consumers are often inaccurate predictors, even for familiar others. We provide strong evidence that target familiarity can even hurt accuracy in the presence of attitude feedback. Although overprojection and lack of product-specific attitude information have been identified as possible reasons for prediction inaccuracy, our results suggest a retrieval explanation. When presented with product-specific attitude feedback, predictors adapted their level of projection and encoded the attitude information, but they did not use this information. Instead, they retrieved less diagnostic, pre-stored information about the familiar targets to predict their product attitudes.
ISSN: 0093-5301
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
* (joint) first author
× corresponding author
# (joint) last author

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