Evaluating Ratio Data and the Role of Consumer Processing Mode: Can Analytical Processing Bias Judgments?

The results of three experiments show that while computing averages of data in ratio formats, such as detergent usage information in "loads per container" or exercise routine information in "calories burned per minute," consumers tend to make inaccurate judgments. Paradoxically, more thorough processing further accentuates the inaccuracy.



Citation:

Dipayan Biswas, Patricia Norberg, and Donald Lehmann (2011) ,"Evaluating Ratio Data and the Role of Consumer Processing Mode: Can Analytical Processing Bias Judgments?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Dipayan Biswas, Bentley University, USA
Patricia Norberg, Quinnipiac University, USA
Donald Lehmann, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

The “Break-in” Effect: A Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment

Adelle Xue Yang, National University of Singapore, Singapore
Babu Gounder, University of Miami, USA
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

Social Class and Prosocial Behaviors

Yan Vieites, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Rafael Burstein Goldszmidt, Brazilian School of Public and Business Administration, Brazil

Read More

Featured

H10. No Pain, No Out-of-Box Thinking: An Examination of the Effects of Self-Threat on Creativity

Huan You, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Haiyang Yang, Johns Hopkins University

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.