Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

When the pressure is on, product experts can get facts wrong

13.04.2011
Buying a new car, camera or computer? New research from the Sauder School of Business at the University of British Columbia shows that seeking advice from expert acquaintances to choose between models of merchandise might not always be good idea.

Sauder marketing researcher JoAndrea Hoegg discovered that experts with specific product knowledge can make mistakes when relying on their memories to compare complex goods – especially when they feel compelled to explain how they arrive at their decisions.

“Ours results suggest that when experts use their memories to compare products with numerous features, such as cameras, cars and computers, they often falsely recall information and fill in gaps with prior knowledge,” says Asst. Prof. Hoegg, who co-wrote the paper for the Journal of Consumer Research with Sauder PhD student Ravi Mehta and New York University marketing professor Amitav Chakravarti.

The researchers found that when asked for help with purchase decisions, those deemed in the know feel obliged to provide detailed explanations about how they arrived at their recommendations. And that a feeling of accountability and pressure to give the best recommendations can lead to false recalls, according to the study.

... more about:
»Consumer Research »online gaming

“People who identify themselves as experts feel the need to compare brands across all of the available features,” explains Hoegg. “And when some of the features are not comparable, their extra effort leads them to insert information from memory, which reduces the quality of their conclusions.”

The researchers conducted an experiment with 113 undergraduate students who were given lists of features for two fictitious brands of videogame consoles. Half of the features were directly comparable and half were not. For example, online gaming was listed for one brand and nothing about online gaming was indicated for the second.

Participants were allowed two minutes to study the lists of options for the video game consoles. They were then provided an unrelated questionnaire created to assess their level of videogame console expertise.

After a delay of 20 minutes, the subjects were given a test which required them to recall the lists of features which they had been provided for each console brand.

Finally, they were given a questionnaire designed to measure their feelings of accountability, asking them to rate their reactions to statements, such as, “I was concerned about the possibility of making a mistake.”

The results show that the participants who scored high on the questionnaire rating their level of expertise about videogame consoles also had the highest percentages of false recalls of product feature information.

They also demonstrated that the false recalls were being driven by the higher sense of responsibility felt by experts, as those who made a greater number of false recalls also reported the highest levels of accountability for their decisions.

Furthermore, in a similar experiment in the study, the researchers discovered that when experts are relieved of their sense of accountability and do not feel the need to provide detailed explanations about their judgments, they made fewer false recalls.

“If you’re turning to a product expert for advice,” says Hoegg, “it’s important that they have access to all of the information they need to make their decisions, and that you let them know that it won’t be the end of the world if they make a mistake.”

Lorraine Chan | EurekAlert!
Further information:
http://www.ubc.ca

Further reports about: Consumer Research online gaming

More articles from Studies and Analyses:

nachricht New study: How does Europe become a leading player for software and IT services?
03.04.2017 | Fraunhofer-Institut für System- und Innovationsforschung (ISI)

nachricht Reusable carbon nanotubes could be the water filter of the future, says RIT study
30.03.2017 | Rochester Institute of Technology

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Making lightweight construction suitable for series production

More and more automobile companies are focusing on body parts made of carbon fiber reinforced plastics (CFRP). However, manufacturing and repair costs must be further reduced in order to make CFRP more economical in use. Together with the Volkswagen AG and five other partners in the project HolQueSt 3D, the Laser Zentrum Hannover e.V. (LZH) has developed laser processes for the automatic trimming, drilling and repair of three-dimensional components.

Automated manufacturing processes are the basis for ultimately establishing the series production of CFRP components. In the project HolQueSt 3D, the LZH has...

Im Focus: Wonder material? Novel nanotube structure strengthens thin films for flexible electronics

Reflecting the structure of composites found in nature and the ancient world, researchers at the University of Illinois at Urbana-Champaign have synthesized thin carbon nanotube (CNT) textiles that exhibit both high electrical conductivity and a level of toughness that is about fifty times higher than copper films, currently used in electronics.

"The structural robustness of thin metal films has significant importance for the reliable operation of smart skin and flexible electronics including...

Im Focus: Deep inside Galaxy M87

The nearby, giant radio galaxy M87 hosts a supermassive black hole (BH) and is well-known for its bright jet dominating the spectrum over ten orders of magnitude in frequency. Due to its proximity, jet prominence, and the large black hole mass, M87 is the best laboratory for investigating the formation, acceleration, and collimation of relativistic jets. A research team led by Silke Britzen from the Max Planck Institute for Radio Astronomy in Bonn, Germany, has found strong indication for turbulent processes connecting the accretion disk and the jet of that galaxy providing insights into the longstanding problem of the origin of astrophysical jets.

Supermassive black holes form some of the most enigmatic phenomena in astrophysics. Their enormous energy output is supposed to be generated by the...

Im Focus: A Quantum Low Pass for Photons

Physicists in Garching observe novel quantum effect that limits the number of emitted photons.

The probability to find a certain number of photons inside a laser pulse usually corresponds to a classical distribution of independent events, the so-called...

Im Focus: Microprocessors based on a layer of just three atoms

Microprocessors based on atomically thin materials hold the promise of the evolution of traditional processors as well as new applications in the field of flexible electronics. Now, a TU Wien research team led by Thomas Müller has made a breakthrough in this field as part of an ongoing research project.

Two-dimensional materials, or 2D materials for short, are extremely versatile, although – or often more precisely because – they are made up of just one or a...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Fighting drug resistant tuberculosis – InfectoGnostics meets MYCO-NET² partners in Peru

28.04.2017 | Event News

Expert meeting “Health Business Connect” will connect international medical technology companies

20.04.2017 | Event News

Wenn der Computer das Gehirn austrickst

18.04.2017 | Event News

 
Latest News

Wireless power can drive tiny electronic devices in the GI tract

28.04.2017 | Medical Engineering

Ice cave in Transylvania yields window into region's past

28.04.2017 | Earth Sciences

Nose2Brain – Better Therapy for Multiple Sclerosis

28.04.2017 | Life Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>