Variance Spillover in Intuitive Statistical Judgments

We investigate consumers’ ability to form category-specific representations of numerical information. We find that while consumers’ judgments of central tendencies (means) are independent between categories, the same is not true of judgments of variance, which tend to be averaged across categories. We discuss implications for theory and practice.


Quentin André, Nicholas Reinholtz, and Bart de Langhe (2017) ,"Variance Spillover in Intuitive Statistical Judgments", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 336-340.


Quentin André, INSEAD, France
Nicholas Reinholtz, University of Colorado, USA
Bart de Langhe, University of Colorado, USA


NA - Advances in Consumer Research Volume 45 | 2017

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