MCS 3600 Midterm: MCS3600 - Midterm 2

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3600
• Professor: Sungwan Yi

Document Summary

Article #7 categorization effects in value judgments: averaging bias in evaluating combinations of vice and virtues. Goal: to examine how consumers evaluate options that represent conflicting health and indulgence goals, focusing on how they estimate the calorie content of combination of such options. Main hypothesis: people conclude that because the combination of a vice and a virtue seems healthier than the vice alone, the combined meal has fewer calories. Study 1 to demonstrate the presence of an averaging bias in consumer estimation of calorie content of virtue/vice combinations. Study 2 to test the impact of the categorization on the averaging bias in vice and virtue combinations. In particular, examining the magnitude of the bias as a function of perceived strength of the virtue through manipulation. H1: aimed to show that the combo of a virtue and a vice is perceived as having fewer calories than the vice alone.