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

Elizabeth Cowley (School of Marketing, University of New South Wales, Sydney, Australia)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 1 June 2001

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.

Keywords

Citation

Cowley, E. (2001), "Overconfidence in memory of brand information: a cross‐national study", Asia Pacific Journal of Marketing and Logistics, Vol. 13 No. 2, pp. 85-96. https://doi.org/10.1108/13555850110764784

Publisher

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MCB UP Ltd

Copyright © 2001, MCB UP Limited