Gain-probability diagrams in consumer research

Marketing scholars often compare groups that occur naturally (e.g., socioeconomic status) or due to random assignment of participants study conditions. These report group means, standard deviations, and effect sizes. Although such summary information can be helpful, it misinform marketing practitioners’ decisions. To avoid this problem, should also the probability one group’s member will score higher than another member, by various amounts. In vein, newly conceived gain-probability diagrams depict relevant, concise, easy-to-comprehend probabilistic information. diagrams’ nuanced perspective contradict traditional significance test size implications.