What's Not to Like? Preference Asymmetry in the False Consensus Effect
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..
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:35:y:2008:i:1:p:119-125. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division)
If references are entirely missing, you can add them using this form.