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 More

Featured

O10. Individual Differences in Consumers' Need For Cognition and Affect: A Neuromarketing Study Using Voxel-Based Morphometry

Jianping Huang, Tsinghua University
Yang Sun, Tsinghua University
Jie Sui, University of Bath, UK
Xiaoang Wan, Tsinghua University

Read More

Featured

Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action

Lena Pellandini-Simanyi, Università della Svizzera Italiana

Read More

Featured

J2. Consistence vs. Variety: The Effect of Temporal Orientation on Variety Seeking

YUAN ZHANG, Xiamen University
SHAOQING ZHANG, Quanzhou Normal 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.