The research shows that numbers overwhelmingly influence decisions, suggesting a phenomenon known as quantification fixation, where people prioritize trivial numerical data over qualitative insights.
When presented with two comparable candidates, participants favored the one with the higher grade in whichever subject was shown as a number, regardless of its relevance.
The ease of comparing numerical ratings, as seen on platforms like Amazon, demonstrates society's growing reliance on quantification to make decisions, reinforcing the notion that data can be persuasive.
The researchers conducted 21 experiments to understand how quantification fixation might lead individuals to make decisions that prioritize numbers at the expense of potentially more relevant qualitative information.
#quantification-fixation #decision-making #data-influence #qualitative-vs-quantitative #consumer-behavior
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