Roland Rueppell - room A34 - 12:30-14:00
Istituto di marketing e comunicazione aziendale
Data d'inizio: 23 Ottobre 2013
Data di fine: 24 Ottobre 2013
Validity of Survey Self-Reports
A host of literature shows that investing more time and effort into almost any task leads to more accurate results (e.g. the speed-accuracy-tradeoff). Other streams of literature have identified situations where intuitive judgments and decisions are remarkably accurate (e.g. naturalistic decision making). We show that for survey self-reports and specifically in preference measurement, less deliberation may increase response accuracy. Our data suggest that too much deliberation misleads participants to focus more on factors irrelevant to the question and that this effect is moderated by expertise. Literature on judgment and decision making is briefly reviewed, drivers of bias and neural correlates are discussed, before a look-out on future plans is given.
