An Empirical Analysis of Outcome Biases in Constituent Evaluations of Public Policy Decision Makers

Abstract

This research empirically investigated a phenomenon that may influence the exchange relationship between public policy makers and consumers—the tendency of consumers to exhibit an outcome bias in their evaluations of a public policy maker who makes a decision under uncertainty. An outcome bias occurs when evaluators assess performance based upon the outcome of the decision rather than upon the quality of the decision itself The results of the study revealed that outcome and decision appropriateness information interacted to influence the evaluation of a public policy decision maker, thereby supporting a “weak form” of the outcome bias phenomenon. The results are discussed in terms of the importance of public policy makers marketing their decisions by publicizing the process through which decisions are made.