Research Seminars

Cognitive Simplicity and Consideration Sets

Speaker: Olivier TOUBIA
Columbia University

16 December 2008 - From 14:00 to 16:00

Qualitative Reasoning and Construction of Value in Sequential Judgments

Speaker: Alexander CHERNEV
Kellogg School of Management

26 November 2008

Value judgments often involve numeric estimates. For example, evaluating the nutritional value of a meal involves estimating its calorie content, and bidding in online auctions involves estimating the monetary value of the target items. This research examines value estimates that are derived in a sequential manner, focusing on the susceptibility of these evaluations to anchoring biases. In this context, I identify scenarios in which sequential numeric value judgments are likely to produce an assimilation effect in which subsequent estimates are perceived to be closer to the initially derived one(s). More important, I identify scenarios in which sequential numeric value judgments are likely to result in a contrast effect in which subsequent estimates are perceived to be further away from the initially derived one(s). I attribute these different processes to the implicit classification of the evaluated options into the same or opposite qualitative categories (e.g., virtues vs. vices). I further advance a general theory of assimilation and contrast effects in sequential judgments that builds on the view of information processing as a dual-level process that incorporates both quantitative and qualitative reasoning.

"The silver lining effects : formal analysis and experiments"

Speaker: Peter JARNEBRANT
Columbia University, New York, USA

20 November 2008 - From 12:30 to 14:00

Speaker: Berna DEVEZER
Washington State University

20 October 2008 - From 12:30 to 14:00

Consumer Resistance and Coping Among The Poor: Surviving or Fighting Back

Speaker: Bige Saatcioglu
Virginia Tech-USA

16 October 2008 - From 12:30 to 15:00


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