Choosing Vs. Ranking: Elicitation Modes and Their Impact on Consumers’ Subjective Experience of Difficulty

Yonat Zwebner, University of Pennsylvania, USA
Rom Schrift, University of Pennsylvania, USA
This research examines how two prominent preference-elicitation modes (choice and rank-ordering) impact consumers’ subjective experience of difficulty. Although one would expect a ranking procedure to elicit greater difficulty, we consistently find that consumers experience greater difficulty when asked to choose. We validate an option-attachment account as the underlying mechanism.
[ to cite ]:
Yonat Zwebner and Rom Schrift (2017) ,"Choosing Vs. Ranking: Elicitation Modes and Their Impact on Consumers’ Subjective Experience of Difficulty", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 373-378.