Yaniv, Ilan; Choshen-Hillel, Shoham; Milyavsky, Maxim - In: Organizational Behavior and Human Decision Processes 115 (2011) 1, pp. 111-120
People routinely consider the opinions of others prior to making decisions on matters of taste (e.g., a restaurant or movie). Our theoretical framework highlights the role of two sources, social (majority) influence and similarity among advisors, in such decisions. We suggest that individuals'...