Almost There? the Role of Absolute Vs. Relative Error in Perceived Progress Towards an Accuracy Goal

Oleg Urminsky, University of Chicago, USA
This paper investigates how distance from an (accuracy) goal is evaluated relative to the magnitude of the goal. Equally-sized absolute errors are judged as less severe for larger actual values but equal percentage errors are seen as more severe. These judgments reflected a shifting weighting of absolute and proportional goal-discrepancies, inconsistent with psychophysical theories.
[ to cite ]:
Oleg Urminsky (2011) ,"Almost There? the Role of Absolute Vs. Relative Error in Perceived Progress Towards an Accuracy Goal", 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.