Consumer inference and the illusion of knowledge

Frank R. Kardes, Steven S. Posavac and Donald R. Gaffney

Chapter 27 in Handbook of Social Psychology and Consumer Behavior, 2026, pp 389-403 from Edward Elgar Publishing

Abstract: Consumers rarely evaluate products with complete information and often fail to notice what is missing, a bias known as omission neglect. This chapter examines how the illusion of knowledge acts as a mechanism in omission neglect's influence on decision sidestepping. When omissions are detected and information is recognized as incomplete, consumers frequently draw inferences to fill the gaps. These inferences create an illusion of knowledge that reduces perceived uncertainty and increases confidence, which often leads to choice. When omissions are detected and no plausible inference can be formed about what is missing, uncertainty remains high and consumers are more likely to sidestep the decision through choice deferral, default acceptance, delegation, status quo maintenance, inaction inertia, or option fixation until additional information becomes available. We examine known moderators of omission neglect and conclude by specifying how the category of inference shapes these effects, with implications for consumer research.

Keywords: Consumer inference; Omission neglect; Decision making (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035327591
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