Two-By-Two: Categorical Thinking About Continuous Bivariate Data
We argue that people often evaluate continuous bivariate data as if it were categorical. They mentally dichotomize X and Y to form a 2x2 matrix, leading to predictable biases in judgments. These biases can be exacerbated or attenuated with simple changes to how the data are coded and presented.
Citation:
Bart de Langhe, Philip M. Fernbach, and Julie Schiro (2018) ,"Two-By-Two: Categorical Thinking About Continuous Bivariate Data", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 670-670.
Authors
Bart de Langhe, ESADE Business School, Spain
Philip M. Fernbach, University of Colorado, USA
Julie Schiro, University College Dublin
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Effects of Retail Food Sampling on Subsequent Purchases: Implications of Sampling Healthy versus Unhealthy Foods on Choices of Other Foods
Dipayan Biswas, University of South Florida, USA
Jeffrey Inman, University of Pittsburgh, USA
Johanna Held, University of Bayreuth
Featured
C9. Filling the Expectations: How Packaging Sustainability Influences Consumers' Inference of Product Attributes
Olga Lavrusheva, Aalto University, Finland
Alexei Gloukhovtsev, Aalto University, Finland
Kristina Wittkowski, Aalto University, Finland
Tomas Falk, Aalto University, Finland
Pekka Mattila, Aalto University, Finland
Featured
Making Sense of Spontaneity: In-The-Moment Decisions Promote More Meaningful Experiences
Jacqueline R. Rifkin, Duke University, USA
Keisha Cutright, Duke University, USA