If you’re one of the millions of people launching into the gift-buying spree this holiday season, then there’s a good chance you’re inundated with numbers right now. From
performance statistics and customer ratings to price points and discount percentages, smart shoppers are in a constant search for the best bang for the buck. Even if you’re not the type of impulse shopper that particularly enjoys the experience of browsing the aisles for just the right gift, experienced marketing professionals have learned that maximization of value is a powerful motivator that can pull even the strongest introverts into crowded stores against their better judgement. Why do you think they spend so much money on Black Friday ads touting record-breaking deals?
After a lifetime of this type of shopping conditioning, it’s no wonder that this same maximization mindset might bleed into other decisions as well. Like, for example, what asset allocation you might choose for your life savings. So the same highly intelligent shoppers often create very similar lists of investing options sorted by the most common performance metric available — average return. Just like how you might seek the best resolution for a new computer monitor or the highest customer rating for a new toy, you surely want the highest average return for your hard-earned savings. Right?
Unfortunately it’s not that simple. Contrary to your data-driven instincts, averages lie. So take a break from your holiday shopping, find a comfortable chair with your favorite drink, and let’s talk about how averages distort our thinking.