Basu, S orcid.org/0000-0002-4457-4247, Zhu, J and Savani, K (2022) The role of social projection in consumers’ commonness fallacy. Psychology and Marketing, 39 (9). pp. 1698-1705. ISSN 0742-6046
Abstract
Recent research suggests that consumers often exhibit the “commonness fallacy” by overestimating the likelihood of others choosing a frequently consumed item (e.g., vanilla ice cream) rather than a less frequently consumed item (e.g., tiramisu). This research tests whether the extent to which consumers perceive their choices as similar to others—their social projection tendency—explains the commonness fallacy. Two preregistered studies (N = 605) found that consumers with a higher social projection tendency overestimated the extent to which others would choose commonly consumed options if they themselves chose such options over less commonly consumed options. However, social projection cannot fully explain the commonness fallacy as participants with lower social projection tendencies also displayed the commonness fallacy in both studies. The findings delineate the commonness fallacy from consumers' well-documented tendency to view others' choices as similar to their own.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2022 The Authors. This is an open access article under the terms of the Creative Commons Attribution License (CC-BY 4.0), which permits unrestricted use, distribution and reproduction in any medium, provided the original work is properly cited. |
Keywords: | commonness fallacy, false consensus, heuristics, social projection |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 27 May 2022 13:43 |
Last Modified: | 16 Feb 2023 21:44 |
Status: | Published |
Publisher: | Wiley |
Identification Number: | 10.1002/mar.21693 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:187339 |