Debiasing Insights from Process Tests
Barbara E. Kahn, Mary Frances Luce, Stephen M. Nowlis
Journal of Consumer Research · 2006 · Volume 33 · Issue 1
Abstract
Most of the articles appearing in JCR that are characterized as behavioral decision theory (BDT) address some kind of bias or deviation from normative decision making. In addition to pointing out biases, these articles often examine underlying decision processes. We leverage approaches that researchers have used to understand process for insights into when and how biases can be corrected. We argue that some of these biases can be corrected by directly altering the decision maker's conscious processes, while other biases can be corrected more indirectly by altering the decision environment.
Keywords
Behavioral Decision Theory, Judgment and Decision Making, Preferences, Choice (Brand or Product Level), Cognitive Processes
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