Sure, that may work for you, but will it work for me?
Consumers tend to see themselves in a positive light, yet we present evidence that they are pessimistic about whether they will receive a product’s benefits. In 15 studies (N = 6,547; including nine pre-registered), we found that consumers believe that product efficacy is higher for others than it is for themselves. For example, consumers believe that consuming an adult coloring book (to inspire creativity), a sports drink (to satisfy thirst), medicine (to relieve pain), or an online class (to learn something new) will have a greater effect on others than on themselves. We show that this bias holds across many kinds of products and judgment-targets, and inversely correlates with factors such as product familiarity, product usefulness, and relationship closeness with judgment-targets. Moreover, we find this bias stems from consumers’ beliefs they are more unique and less malleable than others, and that it alters the choices people make for others. We conclude by discussing implications for research on gift-giving, advice-giving, usership, and interpersonal social, health, and financial choices.
This resonates with me because I have over and over heard the excuse that "I just can't change in that way." For example: Somebody says, "I am a terrible public speaker." Me: there are ways to learn to be better, courses you could take, exercises you can do, programs that have turned lots of people into good speakers. Response: "Oh, that would never work for me."
And maybe it wouldn't; I think talent is a real thing. But most people can still get better even at things they are bad at.
Obviously we could list the reasons why people do this, but I think these authors are right that one of them is believing "they are unique and less malleable than others."