Journal of Consumer Research, Inc. The Presenter’s Paradox Author(s): Kimberlee Weaver, Stephen M. Garcia, and Norbert Schwarz Reviewed work(s): Source: Journal of Consumer Research, Vol. 39, No. 3 (October 2012), pp. 445-460 Published by: The University of Chicago Press Stable URL: http://www.jstor.org/stable/10.1086/664497 . Accessed: 22/09/2012 14:19 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp . JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact
[email protected]. The University of Chicago Press and Journal of Consumer Research, Inc. are collaborating with JSTOR to digitize, preserve and extend access to Journal of Consumer Research. http://www.jstor.org The Presenter’s Paradox KIMBERLEE WEAVER STEPHEN M. GARCIA NORBERT SCHWARZ This analysis introduces the Presenter’s Paradox. Robust findings in impression formation demonstrate that perceivers’ judgments show a weighted averaging pat- tern, which results in less favorable evaluations when mildly favorable information is added to highly favorable information. Across seven studies, we show that pre- senters do not anticipate this averaging pattern on the part of evaluators and instead design presentations that include all of the favorable information available. This additive strategy (“more is better”) hurts presenters in their perceivers’ eyes be- cause mildly favorable information dilutes the impact of highly favorable information.