Score Blending: How Scale Response Grouping Biases Perceived Standing
Numerical values—from test scores to credit scores—inform us of our relative standing and can shape our decisions. The values are usually presented in a continuous format (which places scores on a single line) or a grouped format (which separates scores into several score groups). We investigate whether and how the presentation format affects one's perception of their standing in a distribution and subsequent decision making. We show that when values are grouped, individuals merge the values within each group, a phenomenon we term score blending, which leads to an underweighting of intragroup score shifts and an overweighting of intergroup score shifts. Across six studies (N = 2,108) and a variety of paradigms (e.g., test taking and financial decision making), we observe robust effects of score blending, even when score groups are explicitly described as meaningless and generated randomly. The effect persists when the score is merely recalled without the scale present and can bias key decision parameters with behavioral consequences.
Keywords: decision-making; Scale; Decision Making; Perception;
Citation:
Hauser, Ryan, and Norbert Schwarz. "Score Blending: How Scale Response Grouping Biases Perceived Standing." Journal of Behavioral Decision Making 32, no. 2 (April 2019): 194–202. View Details