The false consensus effect is an egocentric bias where people overestimate how similar others are to them. It has been researched for a long time, especially in social psychology, and also manifests itself in professional settings such as marketing. Making the right decisions in marketing is a complex process that can affect the success of an individual product, brand, and even a company. It can be especially pronounced at the launch of new products. Predicting and anticipating the wishes of others is a double-edged sword and it is not necessary that we always make the right decision, it is even more difficult if we only make decisions based on ourselves. The aim of the research is to examine the impact of the false consensus effect in marketing. Research focuses on identifying, understanding and mitigating the impact of this phenomenon, particularly in predicting consumer preferences at new product launches. We wanted to gain a broader insight into this phenomenon and identify strategies to manage it. Recognizing and reducing the impact of false consensus is key to successful marketing, but it is nearly impossible to prevent it entirely.
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