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.



Citation:

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.

Authors

Zoe Lu, University of Wisconsin - Madison, USA
Christopher Hsee, University of Chicago, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

Understanding Organ Donation: Discourses of Embodied Recycling

Rebecca Scott, Cardiff University
Samantha Warren, Car

Read More

Featured

Disgusting? No, just different. Understanding consumer skepticism towards sustainable food innovations

Jan Andre Koch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jan Willem Bolderdijk, University of Groningen, The Netherlands

Read More

Featured

J14. You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands

Norah Awad, Hongik University
Nara Youn, Hongik University

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.