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



Share Proceeding

Featured papers

See More

Featured

J4. A Large Pack of Toilet Paper is Bad for Me: Self-control and Consumers’ Responses to Product Quantity

(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Keith Wilcox, Columbia University, USA
Amy Dalton, Hong Kong University of Science and Technology

Read More

Featured

The “Break-in” Effect: A Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment

Adelle Xue Yang, National University of Singapore, Singapore
Babu Gounder, University of Miami, USA
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

O6. Be Aware of Your Suspicion: When “Being Suspicious” Ironically Leads to Suboptimal Judgment- and Decision-Making

Julie Verstraeten, Ghent University, Belgium
Tina Tessitore, INSEEC Business School, France
Maggie Geuens, Ghent University, Belgium

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.