How Chunking in Graphical Information Processing Affects Consumer Decision Making

Literature has established a substantial impact of graphs on decision making. This research demonstrates how the process of grouping data points into chunks affects consumers. Visual chunks cued by data characteristics and design elements were found to influence consumer forecasts and choice providing implications for communicating data and public policy.


Julia Reinhard and Hernán A. Bruno (2020) ,"How Chunking in Graphical Information Processing Affects Consumer Decision Making", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 615-616.


Julia Reinhard, University of Cologne
Hernán A. Bruno, University of Cologne, Germany


NA - Advances in Consumer Research Volume 48 | 2020

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