Faculty Research
In new research, Marketing Professors Matthew Fisher and Mili Mormann of ÍćĹĽ˝ă˝ăCox shed light on a surprising persistent mistake consumers make that can have important consequences. The “off-by-100%” bias the authors observe impacts purchase decisions, with implications for every-day shopping decisions and even on trading on platforms like Robinhood and E-Trade.
March 01, 2022
