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Healthy Skepticism Library item: 20216

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Baron J, Hershey JC.
Outcome bias in decision evaluation.
J Pers Soc Psychol 1988 Apr; 54:(4):569-79
http://www.ncbi.nlm.nih.gov/pubmed/3367280


Abstract:

In 5 studies, undergraduate subjects were given descriptions and outcomes of decisions made by others under conditions of uncertainty. Decisions concerned either medical matters or monetary gambles. Subjects rated the quality of thinking of the decisions, the competence of the decision maker, or their willingness to let the decision maker decide on their behalf. Subjects understood that they had all relevant information available to the decision maker. Subjects rated the thinking as better, rated the decision maker as more competent, or indicated greater willingness to yield the decision when the outcome was favorable than when it was unfavorable. In monetary gambles, subjects rated the thinking as better when the outcome of the option not chosen turned out poorly than when it turned out well. Although subjects who were asked felt that they should not consider outcomes in making these evaluations, they did so. This effect of outcome knowledge on evaluation may be explained partly in terms of its effect on the salience of arguments for each side of the choice. Implications for the theory of rationality and for practical situations are discussed.

Keywords:
Decision Making* Gambling Humans Medicine Probability Thinking

 

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963