Less Willing to Pay But More Willing to Buy: Preference Reversals For Freebie and Non-Freebie Bundles
Five experiments demonstrate that when preferences are elicited in the form of WTP, consumers favor the non-freebie bundle over the freebie bundle, whereas when preferences are elicited in the form of WTB, consumers favor the freebie bundle over the non-freebie bundle. We propose a inference-based account for such preference reversal.
Zoe Lu and Christopher Hsee (2016) ,"Less Willing to Pay But More Willing to Buy: Preference Reversals For Freebie and Non-Freebie Bundles", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 541-542.
Zoe Lu, University of Wisconsin - Madison, USA
Christopher Hsee, University of Chicago, USA
NA - Advances in Consumer Research Volume 44 | 2016
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