The Effect of Default Time Units on Budget Estimation

Whether budgets are elicited in one’s default time unit (the time unit one typically uses for budget planning) or a non-default unit influences the estimation difficulty and magnitude of budget estimates. Using non-default units can increase or decrease estimated budgets, depending on how consumers interpret and respond to metacognitive difficulty.



Citation:

Bora Min and Gulden Ulkumen (2014) ,"The Effect of Default Time Units on Budget Estimation ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 86-90.

Authors

Bora Min, University of Southern California
Gulden Ulkumen, University of Southern California



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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