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Why It Is So Hard to Predict Our Partner's Product Preferences: The Effect of Target Familiarity on Prediction Accuracy

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  • Davy Lerouge
  • Luk Warlop

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. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Davy Lerouge & Luk Warlop, 2006. "Why It Is So Hard to Predict Our Partner's Product Preferences: The Effect of Target Familiarity on Prediction Accuracy," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(3), pages 393-402, November.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:3:p:393-402
    DOI: 10.1086/508523
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    Cited by:

    1. Ajoy S. Joseph & H. Y. Kamble, 2011. "Buying behaviour of Passenger Car Customers towards Auto Finance – An Empirical Study," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 2(1), pages 66-74, January.
    2. Cheng, Andong & Meloy, Margaret G. & Polman, Evan, 2021. "Picking Gifts for Picky People," Journal of Retailing, Elsevier, vol. 97(2), pages 191-206.
    3. Tiphaine Gorlier & Géraldine Michel, 2020. "How special rewards in loyalty programs enrich consumer–brand relationships: The role of self‐expansion," Post-Print hal-02494605, HAL.
    4. Alistair Munro, 2018. "Intra†Household Experiments: A Survey," Journal of Economic Surveys, Wiley Blackwell, vol. 32(1), pages 134-175, February.
    5. Sumit Sarkar & Arundhati Sarkar Bose, 2018. "Partially Altruistic Choice in Presence of Consensus Bias," Journal of Quantitative Economics, Springer;The Indian Econometric Society (TIES), vol. 16(3), pages 853-861, September.
    6. Bose, Arundhati Sarkar & Sarkar, Sumit, 2022. "Delight or disappointment? A model of signal-based other-pleasing choice," Journal of choice modelling, Elsevier, vol. 42(C).
    7. Benjamin Scheibehenne & Jutta Mata & David Richter, 2018. "Accuracy of Food Preference Predictions in Couples," SOEPpapers on Multidisciplinary Panel Data Research 1003, DIW Berlin, The German Socio-Economic Panel (SOEP).
    8. Eggleston, Casey M. & Wilson, Timothy D. & Lee, Minha & Gilbert, Daniel T., 2015. "Predicting what we will like: Asking a stranger can be as good as asking a friend," Organizational Behavior and Human Decision Processes, Elsevier, vol. 128(C), pages 1-10.
    9. Schiffman, Leon G. & Cohn, Deborah Y., 2009. "Are they playing by the same rules? A consumer gifting classification of marital dyads," Journal of Business Research, Elsevier, vol. 62(11), pages 1054-1062, November.

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