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
Symbolic sustainable attributes improve attitude toward low-quality products: A warm-glow feelings account
Valéry Bezençon, University of Neuchâtel
Florent Girardin, University of Neuchâtel
Renaud Lunardo, Kedge Business School
Featured
Foods for Sharing: The Social Value of Handmade Foods
Xin Wang, Nanjing University
Chunqu Xiao, Nanjing University
Xingyu Duan, Nanjing University
Hong Zhu, Nanjing University
Featured
K7. Responses to Online Behavioral Advertising Disclosures: Effects of Disclosure Source Trustworthiness and Message Type on Advertising Outcomes
Iris van Ooijen, University of Twente