Personal Preference

In today’s technologically connected world, people learn about others’ purchase decisions on social media and review sites, as well as through direct observation. These decisions are perceived as either a choice or a rejection, explain HKUST’s Sang Kyu Park and co-researchers, who ask a critical question: “Does the mere perception of another’s decision as a ... 閱讀更多

Every day, we learn about others’ decisions from various sources. We perceive some of these decisions as choices of the more-preferred alternative and others as rejections of the less-preferred alternative. In which case are we more likely to follow another’s decision? We find that people are more likely to conform to another’s decision if it is perceived as ... 閱讀更多