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  • August 2016
  • Article

The Role of (Dis)similarity in (Mis)predicting Others' Preferences
By: Kate Barasz, Tami Kim and Leslie K. John
Consumers readily indicate liking options that appear dissimilar—for example, enjoying both rustic lake vacations and chic city vacations or liking both scholarly documentary films and action-packed thrillers. However, when predicting other consumers’ tastes for the...  View Details
Keywords: Perceived Similarity; Prediction Error; Preference Prediction; Self-other Difference; Social Inference; Cognition and Thinking; Perception; Forecasting and Prediction
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