# Consuming Regardless of Preference: Consumers Overestimate the Impact of Liking on Consumption

> Research article (Journal of Consumer Research, 2024) · cited 13× · AI/ML

**Wikidata**: [openalex:W4393320143](https://www.wikidata.org/wiki/openalex:W4393320143)  
**Source**: https://4ort.xyz/entity/consuming-regardless-of-preference-consumers-overestimate-the-impact-of-liking-on-consumption