The majority premium: Competence inferences derived from majority consumption
Observers infer consumers’ values and personality from their consumption behaviors. Recent literature highlights the benefits of minority consumption, typically by comparing several qualitatively different options. In seven studies (total N = 1555; one pre-registered), the current research instead c...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier Inc.
2018
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |