Evaluating Ratio Data and the Role of Consumer Processing Mode: Can Analytical Processing Bias Judgments?

Dipayan Biswas, Bentley University, USA
Patricia Norberg, Quinnipiac University, USA
Donald Lehmann, Columbia University, USA
The results of three experiments show that while computing averages of data in ratio formats, such as detergent usage information in "loads per container" or exercise routine information in "calories burned per minute," consumers tend to make inaccurate judgments. Paradoxically, more thorough processing further accentuates the inaccuracy.
[ to cite ]:
Dipayan Biswas, Patricia Norberg, and Donald Lehmann (2011) ,"Evaluating Ratio Data and the Role of Consumer Processing Mode: Can Analytical Processing Bias Judgments?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.