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.


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.


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


NA - Advances in Consumer Research Volume 42 | 2014

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