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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
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    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..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/524416
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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 35 (2008)
    Issue (Month): 1 (November)
    Pages: 119-125

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    Handle: RePEc:ucp:jconrs:v:35:y:2008:i:1:p:119-125

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Brenner, Lyle & Bilgin, Baler, 2011. "Preference, projection, and packing: Support theory models of judgments of others' preferences," Organizational Behavior and Human Decision Processes, Elsevier, Elsevier, vol. 115(1), pages 121-132, May.

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