the unit bias. It derives from a desire to simplify a complex world to make some reasonable first approximations that aren’t always accurate. We tend to focus on one salient feature of an item or thing and use that feature as the one measure of value, quality, or quantity. In a 2009 study by Andrew Geier and Paul Rozin, they asked people to estimate the weight of others. They found that people relied solely on girth, while ignoring height, which led to significant inaccuracies. The unit bias is also very common in the marketing of technology. Remember computer buying in the nineties and early
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