Uniformity Bias in Attribute Perception and Evaluation

Dan Schley, The Ohio State University, USA
Bart de Langhe, University of Colorado, USA
The current research investigates Uniformity Bias, the tendency to treat alternatives as uniformly spaced regardless of actual spacing. In five studies we demonstrate that uniformity bias is produced by consumers using both cardinal and ordinal cues when valuing options, where ordinal cues are uniformly spaced (e.g., 1st, 2nd, 3rd).
[ to cite ]:
Dan Schley and Bart de Langhe (2014) ,"Uniformity Bias in Attribute Perception and Evaluation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 666-667.