Dichotomizing Data Changes Perceptions of Covariation

Schiro Julie, University of Colorado, USA
de Langhe Bart, University of Colorado, USA
Fernbach Philip M., University of Colorado, USA
Technology has made it increasingly easy for managers to collect and visualize data. Few papers examine the effect of graphical representation on covariation assessment. We show that when data is presented in a continuous format, individuals judge covariation by focusing on certain graphical regions over others.
[ to cite ]:
Schiro Julie, de Langhe Bart, and Fernbach Philip M. (2014) ,"Dichotomizing Data Changes Perceptions of Covariation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 789-789.