What Do These Clinical Trial Results Mean For Me? How Personally Relevant Decisions Are Affected By Data Framing, Partitioning, and Quantification

Data from clinical trials or tests are often presented in partitioned or aggregated formats, as successes or failures, and as frequencies or percentages. The authors study how consumers process such data to make personally relevant decisions. Prior studies found no framing bias given personal relevance. The results of four experiments indicate that partitioned frequency data undermines the ability to process and causes framing bias to emerge despite personal relevance. However, high data variance invalidates the frame as a heuristic cue, nullifying the bias. Also, judgments of efficacy probability align with actual efficacy only when partitioned, frequency data is success framed.



Citation:

Dipayan Biswas and Connie Pechmann (2010) ,"What Do These Clinical Trial Results Mean For Me? How Personally Relevant Decisions Are Affected By Data Framing, Partitioning, and Quantification", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 727-728 .

Authors

Dipayan Biswas, Bentley University, USA
Connie Pechmann, University of California at Irvine, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

O12. When do People Waste Time? Testing a Mechanism for Parkinson’s Law.

Holly S Howe, Duke University, USA
Tanya Chartrand, Duke University, USA

Read More

Featured

Seeing Brands Through Rose-Colored Lenses: When Fear of Being Taken Advantage Of Leads to Increased Trust

Steven Shepherd, Oklahoma State University, USA
Gavan Fitzsimons, Duke University, USA

Read More

Featured

Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness

Dionysius Ang, Leeds University Business School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.