Unbearable Lightness of Shaky Inferences: When Misused Product Inference Is Detrimental to Verified Product Hypotheses
Three experiments document an under-studied pattern of hypothesis-testing bias in which diagnosticity of inferred evidence overrides certainty of observed evidence when two product hypotheses are pitted against each other. The findings expand our understanding about the processes consumers use to integrate evidence in support of product hypotheses.
Rui Chen and Marcus Cunha Jr. (2017) ,"Unbearable Lightness of Shaky Inferences: When Misused Product Inference Is Detrimental to Verified Product Hypotheses", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 567-568.
Rui Chen, University of Georgia, USA
Marcus Cunha Jr., University of Georgia, USA
NA - Advances in Consumer Research Volume 45 | 2017
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