When Two Plus Two Is Not Equal to Four: Errors in Processing Multiple Percentage Changes
When evaluating the net impact of a series of percentage changes, we predict that consumers may employ a "whole number" computational strategy that yields a systematic error in their calculation. We report on three studies conducted to examine this issue. In the first study we identify the...
| Veröffentlicht in: | Journal of Consumer Research. - University of Chicago Press. - 34(2007), 3, Seite 327-340 |
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| Format: | Online-Aufsatz |
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2007
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| Zugriff auf das übergeordnete Werk: | Journal of Consumer Research |
| Schlagworte: | Behavioral Decision Theory Judgment and Decision Making Pricing Promotions (Sales, Coupons) Experimental Design and Analysis (ANOVA) Business Mathematics Behavioral sciences Economics Haipeng (Allan) |