Heuristics and Biases in Data-Based Decision Making: Effects of Experience, Training, and Graphical Data Displays

Marketing, Wharton School, University of Pennsylvania (e-mail: jwhutch@ wharton.upenn.edu). Joseph W. Alba is Distinguished Professor of Marketing, Warrington College of Business, University of Florida (e-mail: [email protected]). Eric M. Eisenstein is Assistant Professor of Marketing, Fox School of Business, Temple University (e-mail: eric.eisenstein@ temple.edu). The authors thank the Wharton Behavioral Laboratory for support in data collection. They also thank LaurenYourshaw, Gal Zauberman, and seminar audiences too numerous to list for their comments on previous versions of this article. Finally, the authors thank the anonymous JMR reviewers for their constructive comments and suggestions. John Lynch served as associate editor for this article. J. WESLEY HUTCHINSON, JOSEPH W. ALBA, and ERIC M. EISENSTEIN*