Journal article
The over-diversification effect: Enhancement in perceived heterogeneity of multiple (vs. single)-others' preferences
Journal of consumer psychology, Vol.35(1), pp.158-165
01/2025
DOI: 10.1002/jcpy.1403
Abstract
Consumers often make decisions for multiple-others when they do not know each one's true preferences. Under such circumstances, we demonstrate perceptions of enhanced preference heterogeneity for multiple-others, relative to the perceived preference of single-others. As a result, choices for multiple-others are more diversified than those for single-others. We attribute this effect to the perceived uniqueness of others in the multiple-other setting. Notably, when others are perceived as particularly unique, the inclination toward over-diversification intensifies. However, this diversification often leads to choices that do not align with the true preferences of the individuals, causing potential mismatches in demand and supply. We conclude with a discussion on the implications of these findings for managers and suggest avenues for future research.
Details
- Title: Subtitle
- The over-diversification effect: Enhancement in perceived heterogeneity of multiple (vs. single)-others' preferences
- Creators
- Ritesh Saini - The University of Texas at ArlingtonDian Wang - The University of Texas at San AntonioHaipeng (Allan) Chen - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Journal of consumer psychology, Vol.35(1), pp.158-165
- Publisher
- Wiley
- DOI
- 10.1002/jcpy.1403
- ISSN
- 1057-7408
- eISSN
- 1532-7663
- Number of pages
- 8
- Language
- English
- Electronic publication date
- 01/07/2024
- Date published
- 01/2025
- Academic Unit
- Marketing
- Record Identifier
- 9984618509402771
Metrics
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