Affiliation:
1. (evan.polman@wisc.edu) is an associate professor of marketing and the Kuechenmeister-Bascom Professor in Business at University of Wisconsin–Madison, USA
2. (ignazio.ziano@grenoble-em.com) is an assistant professor of marketing at Grenoble Ecole de Management, France
3. (kwu62@wisc.edu) is a Ph.D. student in marketing at University of Wisconsin–Madison, USA
4. (anneleen.vankerckhove@ugent.be) is an associate professor of marketing at Ghent University, Belgium
Abstract
Abstract
Consumers tend to see themselves in a positive light, yet we present evidence that they are pessimistic about whether they will receive a product’s benefits. In 15 studies (N = 6,547; including nine preregistered), we found that consumers believe that product efficacy is higher for others than it is for themselves. For example, consumers believe that consuming a sports drink (to satisfy thirst), medicine (to relieve pain), an online class (to learn something new), or an adult coloring book (to inspire creativity) will have a greater effect on others than on themselves. We show that this bias holds across many kinds of products and judgment-targets, and inversely correlates with factors such as product familiarity, product usefulness, and relationship closeness with judgment-targets. Moreover, we find this bias stems from consumers’ beliefs they are more unique and less malleable than others, and that it alters the choices people make for others. We conclude by discussing implications for research on gift-giving, advice-giving, usership, and interpersonal social, health, and financial choices.
Publisher
Oxford University Press (OUP)
Subject
Marketing,Economics and Econometrics,Arts and Humanities (miscellaneous),Anthropology,Business and International Management
Cited by
6 articles.
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