Revealing and Erasing Consumers' Preference For Their Values and Identities

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 783-783.

Authors

Alexander DePaoli, Stanford University, USA
Itamar Simonson, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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