Overestimating the Importance of the Given Information in Multiattribute Consumer Judgment
通过三个实验发现，消费者在信息有限时往往高估已知属性的重要性，导致判断过于极端和自信，而领域知识、预先考虑判断标准或存在比较对象能减轻这种偏差。
Consumer judgment often is based on incomplete or limited knowledge of the relevant attributes. We performed 3 experiments to investigate why these judgments are often insensitive to set size and why evaluations based on limited information tend to be stronger (more extreme and confident) than is warranted. The findings indicate that the importance of the given or known attributes is often overestimated, leading to evaluations that are overly extreme. The experiments also revealed important factors moderating this insensitivity to limited information. The overweighing of the given evidence was attenuated when participants were knowledgeable of the target domain. Overweighing and the formation of extreme judgments based on limited information was also diminished when participants considered their judgmental criteria prior to evaluating a target or when a comparison target described by different attributes was present.