The Bell Curve Is Counterintuitive

How do consumers intuit about products on an unfamiliar specification? We demonstrate that across a variety of real-life scenarios, consumers believe products spread out on an unfamiliar specification (e.g., MPG for SUVs). As they are more familiar with that specification, they believe products have more concentrated distribution, regardless of the reality.


Lin Fei and Luxi Shen (2020) ,"The Bell Curve Is Counterintuitive", 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: 412-413.


Lin Fei, University of Chicago, USA
Luxi Shen, Chinese University of Hong Kong, China


NA - Advances in Consumer Research Volume 48 | 2020

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