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.
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.
Bart de Langhe, ESADE Business School, Spain
Philip M. Fernbach, University of Colorado, USA
Julie Schiro, University College Dublin
NA - Advances in Consumer Research Volume 46 | 2018
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