Raghubir, Priya; Das, Sanjiv R. - In: Journal of Consumer Research 36 (2010) 6, pp. 964-982
This article examines how consumers process graphical financial information to estimate risk. We propose that consumers sample the local maxima and minima of a graph to infer the variation around a trend line, which is used to estimate risk. The local maxima and minima are more extreme the...
