Cox, Anthony D.Summers, John O.2015-01-092015-01-091987-08Cox, A. D., & Summers, J. O. (1987). Heuristics and biases in the intuitive projection of retail sales. Journal of Marketing Research, 290-297.https://hdl.handle.net/1805/5615Retail merchandise buyers are shown to exhibit a nonregressive bias when making sales projections. A quantitative model based on the principle of statistical regression is found to outperform the judgmental sales predictions of experienced buyers. Implications for the appropriate roles of intuitive and model-based decision making in retail merchandise buying are discussed.en-USheuristicsbiasretail merchandise buyingArticle