The role of social projection in consumers' commonness fallacy
研究发现，消费者的社会投射倾向（即认为他人选择与自己相似的程度）部分解释了常见性谬误，即高估他人选择常见商品的可能性，但无法完全解释该现象。
Abstract Recent research suggests that consumers often exhibit the “commonness fallacy” by overestimating the likelihood of others choosing a frequently consumed item (e.g., vanilla ice cream) rather than a less frequently consumed item (e.g., tiramisu). This research tests whether the extent to which consumers perceive their choices as similar to others—their social projection tendency—explains the commonness fallacy. Two preregistered studies ( N = 605) found that consumers with a higher social projection tendency overestimated the extent to which others would choose commonly consumed options if they themselves chose such options over less commonly consumed options. However, social projection cannot fully explain the commonness fallacy as participants with lower social projection tendencies also displayed the commonness fallacy in both studies. The findings delineate the commonness fallacy from consumers' well‐documented tendency to view others' choices as similar to their own.