Graph visualization of sales historical data, end-anchoring effect and judgment accuracy
Ricardo Suave, Andson Braga de AguiarPurpose
The aim of this paper is to examine if the use of aggregated graph format and visual cues in graphical visualization of sales historical data can mitigate the end-anchoring effect and improve judgment accuracy.
Design/methodology/approach
We run an experimental study in which participants assume the role of a marketing manager who has to judge the need for additional investments in a marketing campaign.
Findings
We find that aggregated vs disaggregated graph format to visualize sales historical data increases the likelihood of perceiving the correct sales pattern and that this correct pattern identification results in more accurate judgment about the need for additional marketing investments. In addition, while the moderation effect is not statistically significant, there is an observed tendency for the aggregated graph format to be associated with higher judgment accuracy when visual cues are absent.
Practical implications
The main practical implication of this paper is that the use of an aggregated graph format may help mitigate the end-anchoring effect more effectively than a disaggregated format. This insight can guide professionals responsible for providing support to decision makers in choosing appropriate data visualization formats.
Originality/value
This research provides new evidence regarding the occurrence of the end anchoring in graph analysis, as well as possible ways to mitigate this bias.