[Marketing] 팔메이라, 머루씨오 - 경험에 기반한 전문성 평가: When Being Right Looks Wrong.
- 팔메이라, 머루씨오
- Hit1495
- 2018-05-10
Area | Marketing | |
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Faculty | 팔메이라, 머루씨오 | |
Position | Associate Professor | |
Title | 경험에 기반한 전문성 평가: When Being Right Looks Wrong. |
팔메이라 머루씨오 교수의 최근 논문이 마케팅 분야 최고 저널 중 하나인 '조직행동과 의사결정과정(Organizational Behavior and Human Decision Processes)'에 게재 수락되었다. 본 논문의 주요 내용은 다음과 같다.
Abstract
We propose a “ratings pattern heuristic” in judgments of expertise—that is, people’s tendency to undervalue critics who assign the same rating to multiple options, overlooking diagnostic information which would clearly justify the uniform ratings. The heuristic is driven by a strong association between discrimination and expertise and a focus on summary ratings. People “punish” uniform (vs. varied) raters even when (a) uniform ratings are acknowledged more likely (studies 1a and 1b), (b) the uniform rater’s past performance is superior (studies 2 and 3), and (c) the uniform rater also reports varied sub-ratings (study 4a), unless participants are prompted to assess the sub-ratings prior to choosing a critic (studies 4b and 5). Study 6 reveals that critics are less aware than judges of the impact of the pattern of their ratings on others’ perceptions.