Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

Overconfidence in memory of brand information: a cross‐national study

Overconfidence in memory of brand information: a cross‐national study Considers the issue that Chinese people are more confident than Americans when answering general knowledge questions. Suggests that this over‐confidence may be indicative of other biases, such as over‐confidence in the ability to retrieve information accurately from memory. Presents empirical results demonstrating that the Chinese subjects were not over‐confident in their estimate of retrieval accuracy. Suggests the accuracy‐confidence correlation for Chinese subjects was significantly higher than the correlation for Western subjects. Discusses implications for current theories of judgement research and consequences for marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

Overconfidence in memory of brand information: a cross‐national study

Loading next page...
 
/lp/emerald-publishing/overconfidence-in-memory-of-brand-information-a-cross-national-study-ieYkjbD9ET
Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
1355-5855
DOI
10.1108/13555850110764784
Publisher site
See Article on Publisher Site

Abstract

Considers the issue that Chinese people are more confident than Americans when answering general knowledge questions. Suggests that this over‐confidence may be indicative of other biases, such as over‐confidence in the ability to retrieve information accurately from memory. Presents empirical results demonstrating that the Chinese subjects were not over‐confident in their estimate of retrieval accuracy. Suggests the accuracy‐confidence correlation for Chinese subjects was significantly higher than the correlation for Western subjects. Discusses implications for current theories of judgement research and consequences for marketing.

Journal

Asia Pacific Journal of Marketing and LogisticsEmerald Publishing

Published: Jun 1, 2001

Keywords: China; USA; National cultures; Self‐esteem; Tests; Brands

There are no references for this article.