Can Consumers Calculate Best Buys?
The article focuses on the author's view on whether consumers can calculate best buys. According to the author, a number of studies have found only a limited incidence of the ability to reason proportionately. Though subjects in these studies were still in their teens, little further development would be probable with their advancement into adulthood. This evidence led to their hypothesis that a significant number of adults would be unable to utilize a proportional reasoning strategy in a simple consumer decision-making context.