DUNNING-KRUGER EFFECT: THE INFLUENCE OF DISTORTED REALITY ON CONSUMER PERCEPTION TOWARDS LUXURY BRANDS
Keywords:
Danning-Kruger effect, Consumer behavior, Digital environment, Luxury brands, Negative electronic word-of-mouth communication
Abstract
Although advances in technology have enabled people to access information almost instantly that would fill their knowledge gaps and improve their skills, or move them away from untruth or half-truth, there are few who do not seek such information. According to the Dunning-Kruger effect, such people are not aware of the deficit of their knowledge, and at the same time they overestimate their abilities. Such personalities, which are characterized by excessive self-confidence, are an integral part of every society. Research has shown that it is difficult to dissuade them in their unsubstantiated beliefs, even when faced with indisputable facts, out of a simple need to defend their self-confidence, but also because they are not aware of their ignorance at all. Also, with their excessive self-confidence, they have the power to exert a strong social influence, because as science has shown, such influence happens on a subconscious level and the reference group more easily adopts their views. In real life or in the digital environment, individuals who are recognized by Dunning and Krieger as incompetent but also overconfident, in their need to impose or defend their views, according to many studies, more vigorously commit one type of contamination from society by half or complete misinformation, without even being aware of it, unlike those who are really experts in certain areas. Such people are often the leaders of many social discussions, from criticism of political candidates, economic analysis, knowledge of virology and the negative effects of compulsory vaccination to analysis of the performance and benefits of luxury brands.
The main goal of this paper is to analyze the collected information from the available scientific literature, primarily in the field of marketing communication, psychology, and sociology and to draw the attention of experts dealing with the analysis of consumer behavior to the influence of Danning-Kruger effect on forming or degrading consumer attitudes towards to luxury brands. Knowledge of this phenomenon can help to more accurately create brand communications and more adequately respond to market demands, but also to locate sources of misinformation and respond to them in a timely manner. Negative electronic word-of-mouth communication in the digital environment is a particularly big problem, affecting the image of luxury brands, primarily because digital media have enabled unprofessional individuals to spread untruths without any censorship and thus to some extent reprogram public opinion, or at least some of its parts.
References
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https://psmag.com/social-justice/confident-idiots-92793 (Приступљено: 02.09.2021)
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Husic-Cicic 2009: Melika Husic, Muris Cicic. „Luxury Consumption Factors.” Journal of Fashion Marketing and Management, (13/2), 231-243.
Hyman 1960: Herbert Hyman. „Reflections on reference groups.” Public Opinion Quarterly, 24(3), 383-396. doi: 10.1086/266959
Kang-Furnham 2016: Wonjae Kang, Adrian Furnham. „Gender and Personality Differences in the Self-Estimated Intelligence of Koreans.” Psychology, 7(08), 1043-1052
Kapferer-Valette-Florence 2016: Jean-Noël Kapferer, Pierre Valette-Florence. „Beyond rarity: the paths of luxury desire. How luxury brands grow yet remain desirable.” Journal of Product & Brand Management, 25(2) pp. 120-133.
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Kim-Markus 1999: Heejung Kim, Hazel Rose Markus. „Deviance or uniqueness, harmony or conformity? A cultural analysis.” Journal of Personality & Social Psychology, 77(4), 785–800.
Kruger-Dunning 2000: Justin Kruger, David Dunning. „Unskilled and Unaware of It: How Difficulties in Recognizing One's Own Incompetence Lead to Inflated Self-Assessments.” Journal of Personality and Social Psychology 77(6):1121-1134 DOI: 10.1037//0022-3514.77.6.1121
London-Larsen-Thisted 1999: Manuel London, Henrik Holt Larsen, Lars Nellemann Thisted. „Relationships between feedback and self development.” Group & Organization Management, 24(1), 5-27.
Lascu-Zinkhan 1999: Dana Nicoleta Lascu, George Zinkhan. „Consumer conformity: review and applications for marketing theory and practice.” Journal of Marketing Theory and Practice, 7(3), 1-12.
Marsar 2013: Stephen Marsar. „Why some people live and some people die in the same emergencies and disasters: can the general public be taught to save themselves?” Monterey California. Naval Postgraduate School, Doctoral Thesis. http://hdl.handle.net/10945/32862
Mortelmans 2005: Dimitri Mortelmans. „Sign Values of Distinction. The Concept of Luxury.” Semiotica, Vol. 157, № 1/4, 497-520
Miniard-Cohen 1983: Paul Miniard, Joel Cohen. „Modeling Personal and Normative Influences on Behavior.” Journal of Consumer Research, 10 (September), 169-180.
Motta-Callaghan-Sylvester 2018: Matthew Motta, Timothy Callaghan, Steven Sylvester. „Knowing less but presuming more: Dunning-Kruger effects and the endorsement of anti-vaccine policy attitudes.” Social Science & Medicine, Volume 211, Pages 274-281, ISSN 0277-9536, https://doi.org/10.1016/j.socscimed.2018.06.032.
Moussaïd-Kämmer-Analytis-Neth 2013: Mehdi Moussaïd, Juliane Kämmer, Pantelis Analytis, Hansjörg Neth. „Social Influence and the Collective Dynamics of Opinion Formation.” PLOS One, 8(11):e78433, https://doi.org/10.1371/journal.pone.0078433
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