Gain-probability diagrams in consumer research

Trafimow, D., Hyman, M. R., Kostyk, A. , Wang, Z., Tong, T., Wang, T. and Wang, C. (2022) Gain-probability diagrams in consumer research. International Journal of Market Research, 64(4), pp. 470-483. (doi: 10.1177/14707853221085509)

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Marketing scholars often compare groups that occur naturally (e.g., socioeconomic status) or due to random assignment of participants to study conditions. These scholars often report group means, standard deviations, and effect sizes. Although such summary information can be helpful, it can misinform marketing practitioners’ decisions. To avoid this problem, scholars should also report the probability that one group’s member will score higher than another group’s member, and by various amounts. In this vein, newly conceived gain-probability diagrams can depict relevant, concise, and easy-to-comprehend probabilistic information. These diagrams’ nuanced perspective can contradict traditional significance test and effect size implications.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Kostyk, Dr Alena
Authors: Trafimow, D., Hyman, M. R., Kostyk, A., Wang, Z., Tong, T., Wang, T., and Wang, C.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:International Journal of Market Research
Publisher:SAGE Publications
ISSN (Online):2515-2173
Published Online:18 April 2022
Copyright Holders:Copyright © 2022 The Authors
First Published:First published in International Journal of Market Research 64(4): 470-483
Publisher Policy:Reproduced in accordance with the copyright policy of the publisher

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