The Unit Bias: Evidence For a Categorization Bias in Estimating Quantities

Seven studies demonstrate the “unit bias” when consumers estimate quantities (e.g., length, weight). In consumers’ estimates, two units are perceived to result in a greater combined numeric value than one unit even though, in reality, both have the same numeric value. These findings contribute to numeric estimation and categorization theories



Citation:

Cairo Liu and Bernd Schmitt (2016) ,"The Unit Bias: Evidence For a Categorization Bias in Estimating Quantities ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 539-540.

Authors

Cairo Liu, Columbia University, USA
Bernd Schmitt, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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