JUDGMENTAL EXTRAPOLATION AND THE SALIENCE OF CHANGE

People may often forecast using cognitive procedures that resemble formal time‐series extrapolation models. A model of judgmental extrapolation based on exponential smoothing is proposed in which the setting of the trend parameter is hypothesized to depend upon the relative salience of the successive changes. The salience hypothesis was first tested with exponential series by the use of a framing manipulation. As predicted, focusing the subjects' attention on the changes led to more accurate forecasts. In two investment simulation studies, the salience hypothesis was further examined by varying the statistical properties of the price changes. As predicted, subjects were more likely to sell as prices fell and to buy as prices rose (1) as the sample size of similar changes increased; (2) when the variance of the changes was low; and (3) when the absolute value of the mean change was high. Conditions that may influence judgmental forecasting processes are discussed. Copyright © 1990 John Wiley & Sons, Ltd.