Wally Bock

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What you just performed is an elementary example of matching. We have described judgment as an operation that assigns a value on a scale to a subjective impression (or to an aspect of an impression). Matching is an essential part of that operation. When you answer the question “On a scale of 1 to 10, how good is your mood?” or “Please give one to five stars to your shopping experience this morning,” you are matching: your task is to find a value on the judgment scale that matches your mood or experience.
Noise: A Flaw in Human Judgment
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