Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/13521
Title: When Two Plus Two is Not Equal to Four- Errors in Processing Multiple Percentage Changes
Authors: Haipeng (Allan) Chen
Akshay R. Rao
Issue Date: 2007
Publisher: Journal of Consumer Research
Abstract: 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 computational error and demonstrate its consequences. In a second study, we identify several theoretically driven boundary conditions for the observed phenomenon.
URI: http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/13521
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