Some Hedonic Consequences of Perspective‐Taking in Recommending

What do people enjoy about making recommendations? Although recommendation recipients can gain useful information, the value of these exchanges for the information provider is less clear in comparison. In this article we test whether a common recommendation heuristic—egocentric projection—also has hedonic consequences, by conducting experiments that compare recommendations (suggestions for another person) to reviews, in which people merely express their own preferences. Over five studies, people preferred reviewing over recommending. Recommenders enjoyed themselves less when they had to take their recipients' perspective, to the extent that the recipients' tastes were different from their own. These results suggest that self‐expression can be intrinsically rewarding for recommendation makers, and that recommendation seekers can elicit more information by asking for reviews instead.