Estimating Central Tendencies: Dead Reckoning Vs. Decomposition

Shane Frederick, Yale University, USA
Judgments regarding aggregate quantities or group means – such as the number of pieces of sushi needed for a party can “dead reckoned” or imputed by eliciting by subsidiary judgments (e.g., How many people will come?; How many pieces will the typical person eat?) I show that decomposition often reduces bias.
[ to cite ]:
Shane Frederick (2012) ,"Estimating Central Tendencies: Dead Reckoning Vs. Decomposition", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 271-275.