People often try to estimate other people’s preference. When we are deciding a purchase for others, trying to set a price, negotiating, or choosing a gift, we may ask ourselves how useful an item is going to be for someone else. Eight experiments (total n = 4354) show that people believe others would find the same products more useful than they themselves would. Using both mediation analysis and causal chain designs, the authors show that overestimating usefulness to others is caused by a self-serving bias in perceived materialism. Further, the effect is muted for less materialistic purchases. The authors discuss theoretical implications for self-other biases and materialism, as well as practical implications for pricing, negotiation, proxy decision-making, and gift-giving.