We introduce the concept of choice utility, which describes the utility obtained by how people attain an outcome independent of what the actual outcome is. Our data document preference reversals in classic decision problems when we manipulate the degree of choice utility.
Ioannis Evangelidis and Jonathan Levav (2013) ,"Choice Utility", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .
Ioannis Evangelidis, Rotterdam School of Management, Erasmus University, The Netherlands
Jonathan Levav, Stanford Graduate School of Business, Stanford University, USA
NA - Advances in Consumer Research Volume 41 | 2013
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