2015 | OriginalPaper | Buchkapitel
Product Information Presented as Ratios and Consumer Processing Modes: can Analytical Processing Lead to More Biased Judgments for Certain Ratio Formats?
verfasst von : Dipayan Biswas, Patricia A. Norberg, Donald R. Lehmann
Erschienen in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
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The results of three experiments show that while computing averages of data in ratio formats, such as detergent usage information in “loads per container” or exercise routine information in “calories burned per minute,” consumers tend to make inaccurate judgments. Paradoxically, more thorough processing further accentuates the inaccuracy.