K.U.Leuven - Departement toegepaste economische wetenschappen
DTEW Research Report 0343 pages:1-32
Many consumer choices require predictions of partner's product attitudes. It has been shown that for some product categories, people might lack relevant partner knowledge. We investigate the cognitive processes underlying consumers' prediction of their partner's product attitudes, when relevant partner information is available. In the present studies the relevant partner information is provided in the form of online feedback. A first study reveals that mere awareness one is predicting the partner's attitudes actually hurts accuracy when similarity is low. In follow-up studies we examine the underlying reasons and generalizability of the obtained results.