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Youve Got a Friend In Me C

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					           You’ve Got a Friend In Me –




_________________________________________________________
You’ve Got a Friend in Me? – ACR 2004
                     Friends as Agents


         Can we pick them?

         Should we rely on them?

_________________________________________________________
You’ve Got a Friend in Me? – ACR 2004
  The better I think you know me, the
     more likely I’ll allow you to…
     “Choose a Video at the Video Store”                    .221 (p = .090)
     “Choose a Restaurant”                                  .338 (p < .01)
     “Choose Your Groceries”                                .384 (p = .005)
     “Choose a Book”                                        .292 (p < . 05)
     “Choose a Vacation Location”                           .483 (p < .001)
     “Choose a (Music) CD”                                  .253 (p < .05)
     “Choose a Sporting Event to Attend”                    .370 (p < .005)
     “Choose a Hotel”                                       .386 (p < .005)
     Expected Liking of a Gift from Partner                 .544 (p < .001)
_________________________________________________________                     n = 60
You’ve Got a Friend in Me? – ACR 2004
          Do Friends Know What Their
                 Friends Know?
                                              Measure of Friends’
                                                   Knowledge
                                            Actual Hits       ICC
  VALS                                            .168       -.032
  Groceries                                       .199      .431**
  Restaurants                                     .182        .086
  Activities                                      .052        .116
  Consumer Attitudes                              .153       .079
           Estimates are not related to friend’s actual knowledge
_________________________________________________________
You’ve Got a Friend in Me? – ACR 2004
           What Does Predict Consumer’s
          Estimates of Friend’s Knowledge?
     Dependent Variable: Estimate of Friend’s Knowledge

                                 Perceived Relationship Relationship
                                 Similarity  Length     Involvement
VALS                               .205        .045        .337*
Grocery Products                     .075               .336*   .287*
Restaurants                          .114               -.169   .453***
Activities                           .152               -.068   .476***
Consumer Attitudes                   .008               -.010   .309*

_________________________________________________________
You’ve Got a Friend in Me? – ACR 2004
          Actual Friend’s Knowledge
          Vs. Estimates of Knowledge
0.8
0.7                                                         VALS
0.6
0.5                                                         Groceries

0.4
                                                            Restaurants
0.3
0.2
                                                            Activities
0.1
  0
                                                            Consumer
            Friends' Actual                  Estimates of   Attitudes
             Knowledge                        Knowledge
_________________________________________________________
How Well Do You Know Me? – ACR 2004
         Amount of Overestimation by
          Relationship Involvement

 0.5

 0.4
                                                             VALS
 0.3
                                                             Groceries
 0.2                                                         Restaurants
                                                             Activities
 0.1
                                                             Consumer Attitudes
   0

-0.1       Less Involved              More Involved
 _________________________________________________________
           Relationship
How Well Do You Know Me? – ACR 2004   Relationship
Are we better givers or receivers of
       recommendations?
     • Should I rely on this friends’ recommendation?
          – Hmm, my friend liked it. Will I like it?
          P(Self+|Friend+)

     • Should my friend rely on my recommendation?
          – Hmm, I liked it. Will my friend like it?
          P(Friend+|Self+)

     • Ample time to learn each others’ likes and dislikes.
     • Long history of information

_________________________________________________________
You’ve Got a Friend in Me? – ACR 2004
                Provide Your Rating for
                      Poster # 1




_________________________________________________________   15 seconds
You’ve Got a Friend in Me? – ACR 2004
_________________________________________________________
You’ve Got a Friend in Me? – ACR 2004
_________________________________________________________
You’ve Got a Friend in Me? – ACR 2004
                                   Results

   • Correlation (actual, estimated)
        P(other+|self+) (giving)    = .467
        P(self+|other+) (receiving) = .271
             z = 1.99, p = .05

   • Mean inaccuracy
        P(other+|self+) (giving)    = .1825
        P(self+|other+) (receiving) = .2215
             t(148) = 2.484, p < .05


   • Why is this?
        Preference to organize the world in self-relevant ways
_________________________________________________________
You’ve Got a Friend in Me? – ACR 2004
                   Base Rate Estimates

     • Correlation (actual, estimated)
          P(Self+) = .783
          P(Other+) = .537
               z = 3.872, p < .001
     • Overall Inaccuracy
          P(Self+) = .1013
          P(Other+) = .1252
               t(148) = 2.453, p < .05

_________________________________________________________
You’ve Got a Friend in Me? – ACR 2004
                 A Sorting Task:
             Average Error in Estimate
           0.25

            0.2


           0.15
                                                             Sort by self
                                                             Sort by other
            0.1


           0.05


              0
                       self+|other+           other+|self+



_________________________________________________________
You’ve Got a Friend in Me? – ACR 2004
        Should We Rely on Friends?


                          2% risk airbag
                                     -or-

                          1% risk vaccine
                          +.01% risk from
                           exploding airbag


_________________________________________________________
Betrayal Aversion
Percent Choosing the Greater Risk
 0.70            0.66
 0.60
                                           0.52
 0.50
                                                                  0.43
 0.40

 0.30

 0.20

 0.10

 0.00
                  Self                    Friend               Stranger
 _________________________________________________________
 Betrayal Aversion                                           chi = 8.509 , p < .05
                        Should We Rely on Friends?

                        5.8
                        5.6
                        5.4
   Difficulty of clue




                        5.2
                                                                                 Stranger
                         5
                                                                                 Friend
                        4.8
                        4.6
                        4.4
                        4.2
                              Unimportant task     Important task

_________________________________________________________   Self Evaluation Maintenance
You’ve Got a Friend in Me? – ACR 2004                       See Tesser and Cornell (1991)
                     Friends as Agents


         Can we pick them?

         Should we rely on them?

_________________________________________________________
You’ve Got a Friend in Me? – ACR 2004

				
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