The Tipping Point of Perceived Change: Asymmetric Thresholds in Diagnosing Improvement Versus Decline

Ed O'Brien, University of Chicago, USA
Nadav Klein, University of Chicago, USA
Four studies reveal perceptions of tipping points-those first moments at which people feel they have observed enough evidence of change to "officially" interpret noise as signal-are highly asymmetric. People amass less negative evidence to diagnose change for the worse (decline) than positive evidence to diagnose change for the better (improvement).
[ to cite ]:
Ed O'Brien and Nadav Klein (2016) ,"The Tipping Point of Perceived Change: Asymmetric Thresholds in Diagnosing Improvement Versus Decline", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 569-569.