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Consistency and Validity Issues in Consumer Judgments

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  • Arul Mishra
  • Dhananjay Nayakankuppam

Abstract

Prior research has traced poor judgment quality to poor calibration. We suggest inconsistency to be another reason for poor judgment quality-utilizing different models on different occasions resulting in increased wandering in judgments. We demonstrate differing consistency in the utilization of models depending upon which variable is used as a cue and which is used as the criterion to be predicted. This results in differing correlations underlying judgments between the same two variables, an internally inconsistent pattern. We trace this to the utilization of lay causal models to make predictions but with the strength of the causal story moderating the consistency in use of the model. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Arul Mishra & Dhananjay Nayakankuppam, 2006. "Consistency and Validity Issues in Consumer Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(3), pages 291-303, November.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:3:p:291-303
    DOI: 10.1086/508242
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    Cited by:

    1. Daniella Kupor & Kristin Laurin & Chris Janiszewski & J Jeffrey Inman, 2020. "Probable Cause: The Influence of Prior Probabilities on Forecasts and Perceptions of Magnitude [Perceived Intent Motivates People to Magnify Observed Harms]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(5), pages 833-852.

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