Is there a reason why we sometimes follow advice and sometimes ignore it?:
Although prior studies have found that people generally underweight advice from others, such discounting of advice is not universal. Two studies examined the impact of task difficulty on the use of advice. In both studies, the strategy participants used to weigh advice varied with task difficulty even when it should not have. In particular, the results show that people tend to overweight advice on difficult tasks and underweight advice on easy tasks. This pattern held regardless of whether advice was automatically provided or whether people had to seek it out. The paper discusses implications for the circumstances under which people will be open to influence by advisors.
Source: from Journal of Behavioral Decision Making
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Posted On: February 1, 2010