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What do these clinical trial results mean? How product efficacy judgments are affected by data partitioning, framing, and quantification

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  • Biswas, Dipayan
  • Pechmann, Cornelia
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    Abstract

    Organizations often present data related to clinical trials, and other product efficacy information, in partitioned or aggregated formats, as successes or failures, and as frequencies or percentages. We examine how such different data presentation formats might interact to influence product efficacy judgments. The results of five experiments indicate that partitioned (vs. aggregated) frequency data affect judgments regarding perceived product efficacy and these effects are moderated by data frames (success vs. failure) and quantification (frequencies vs. percentages). Specifically, success-framed, partitioned, frequency data enhance product efficacy judgments and choice, while failure-framed, partitioned, frequency data have the opposite effects. However, these effects get attenuated when data are aggregated or presented as percentages.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0749597811001348
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    Bibliographic Info

    Article provided by Elsevier in its journal Organizational Behavior and Human Decision Processes.

    Volume (Year): 117 (2012)
    Issue (Month): 2 ()
    Pages: 341-350

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    Handle: RePEc:eee:jobhdp:v:117:y:2012:i:2:p:341-350

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    Web page: http://www.elsevier.com/locate/obhdp

    Related research

    Keywords: Partitioning; Framing; Quantification; Clinical trials; Product efficacy;

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    8. Einhorn, Hillel J & Hogarth, Robin M, 1986. "Decision Making under Ambiguity," The Journal of Business, University of Chicago Press, vol. 59(4), pages S225-50, October.
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    10. Menon, Geeta & Block, Lauren G & Ramanathan, Suresh, 2002. " We're at As Much Risk As We Are Led to Believe: Effects of Message Cues on Judgments of Health Risk," Journal of Consumer Research, University of Chicago Press, vol. 28(4), pages 533-49, March.
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