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Knowing too much: expertise induced false recall effects in product comparison

Mehta, Ravi, Hoegg, JoAndrea and Chakravarti, Amitav (2011) Knowing too much: expertise induced false recall effects in product comparison. Journal of Consumer Research, 38 (3). pp. 535-554. ISSN 0093-5301

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Abstract

A long history of research has shown that experts’ well-developed knowledge structures provide numerous advantages in memory-based decisions and tasks. More recently, research has shown that in certain situations experts’ more detailed knowledge can hinder memory performance by resulting in the creation of false memories. The current research adds to this growing literature by showing how experts can fall prey to a different type of false memory when making product comparisons. Four studies demonstrate that in a product comparison context, in their attempt to make options more comparable, experts inadvertently “fill in the gap” by aligning nonalignable features in memory. This results in the false recall of aligned features that did not appear in the original descriptions. Experts’ higher sense of accountability for their judgments, coupled with their highly developed schemata, is identified as the mechanism underlying the effect.

Item Type: Article
Official URL: http://ejcr.org/
Additional Information: © 2011 Journal of Consumer Research
Library of Congress subject classification: H Social Sciences > HD Industries. Land use. Labor
Sets: Departments > Management
Rights: http://www.lse.ac.uk/library/usingTheLibrary/academicSupport/OA/depositYourResearch.aspx
Date Deposited: 02 Dec 2011 09:18
URL: http://eprints.lse.ac.uk/39859/

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