Marketing

How We Mispredict Preferences

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You know you love action films and romcoms. But would you expect someone else to? Studies show that people mistakenly expect others to dislike dissimilar things -- which means missing out on the chance to offer customers a greater variety of choices. In this podcast, professor Kate Barasz describes her research on (mis)predicting others' preferences.
Bibliographic citation: IESE Insight; Barasz, Kate, "How We Mispredict Preferences"
Date: 31/01/2017
Document type: Interview
Languages: English