The Category Size Bias and Consumers’ Perceptions of Risk

Mathew S. Isaac, Seattle University, USA
Aaron R. Brough, Pepperdine University, USA
We identify a novel decision bias in which probability judgments are influenced by how possible outcomes are grouped, such that outcomes classified into larger groups are perceived as more likely to occur. This category size bias contributes to our understanding of how categorization influences consumers’ perceptions of risk and probability.
[ to cite ]:
Mathew S. Isaac and Aaron R. Brough (2012) ,"The Category Size Bias and Consumers’ Perceptions of Risk", 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: 1072-1072.