Biases in Consumers’ Use of Numbers

Consumers are inundated with numeric information, from prices, to probabilities of side effects, to numeric specifications on products. This session documents a new bias, expands the implications of current biases, and adds a new conceptualization of an established theory on the ways consumers use and interpret numbers.


David Zimmerman, Indranil Goswami, Manissa P. Gunadi, Adam Eric Greenberg, Dan Schley, Stephen A. Spiller, Nicholas Reinholtz, Sam Maglio, Alina Ferecatu, and Hang-Yee Chan (2021) ,"Biases in Consumers’ Use of Numbers", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 833-836.


David Zimmerman, University of California Los Angeles
Indranil Goswami, SUNY Buffalo
Manissa P. Gunadi, ESADE, Universitat Ramon Llull
Adam Eric Greenberg, Bocconi University
Dan Schley, Erasmus University
Stephen A. Spiller, UCLA
Nicholas Reinholtz, University of Colorado Boulder
Sam Maglio, University of Toronto
Alina Ferecatu, Erasmus University
Hang-Yee Chan, University of Amsterdam


NA - Advances in Consumer Research Volume 49 | 2021

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