Revealing and Erasing Consumers' Preference For Their Values and Identities

Alexander DePaoli, Stanford University, USA
Itamar Simonson, Stanford University, USA
When making a purchase, consumers must weight and evaluate the features of products. We find that how consumers weight values-based or identity-based features depends on preference elicitation response mode. Consumers greatly value these features in choice (or similar) tasks, but do not value them in willingness-to-pay (or similar) tasks.
[ to cite ]:
Alexander DePaoli and Itamar Simonson (2015) ,"Revealing and Erasing Consumers' Preference For Their Values and Identities", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 783-783.