Input Bias Essay

Input bias is defined as the misuse of input information when evaluating the quality of outcome (Chinander & Schweitzer, 2003). In the experiment conducted by Chinander & Schweitzer, when making the judgment of outcome, the participants were observed to rely on the information they received even though there is no relationship between input information and the outcome quality. Chinander & Schweitzer showed that participants were inclined to link more input to a better quality automatically, often erroneously. In their experiments, the authors found out that participants were prone to judge the outcome quality such as quality of presentation or fudge based on the irrelevant information they had received such as the cost of the machine used to

In Shiv, Cannon, and Ariely’s experiment, it is demonstrated that the more a person pay for a energy drink, the higher quality the drink they think it should be, and therefore leads to a higher performance of a person after drinking the energy drink (Shiv et al., 2005). Nevertheless, paying more on a beverage doesn’t necessarily lead to a higher quality of the beverage. Also, Lee’s experiment (Lee et al., 2006) shows that informed adding weird ingredients in the beer, people prone to think it taste not good enough. The authors observed how participants like about the regular beer which a few drops of balsamic vinegar were added. The result shows that the participants who were informed about the adding of the weird ingredients before the tasting liked the beer less than the participants who were informed after the

Literature has found evidence that temporal orientation can influence one’s behavior and therefore can affect attitudes as well as perceptions (Lasane & Jones, 1999). Martin, Gnoth, and Strong (2009) found out that future-oriented consumers prefer ads for an MP3 player that highlights primary product attributes such as battery life, storage capacity, and battery life indicator. In contrast, present-oriented consumers prefer ads that highlight secondary product attributes such as automatic power-off function, FM tuner, and a carrying case. Similarly, Trope and Liberman (2000) found out that people preferred a radio with a better primary function than secondary function more in distant future evaluations than in near future evaluations. Moreover, Liberman & Trope’s study shows that actions that are temporally distant make people focus on why they were performed and their consequences, while actions that are proximal make people focus on how they were performed (Liberman & Trope,