Cognitively Optimized Measurement of Preferences

Every question respondents answer provides data but consumes limited attention—increasing reliance on heuristics. We examine this tradeoff using a formal model and test predictions in three studies. In an adaptive time preference measure, reliability and validity peak after only 8 questions; MouseLab tracing shows evidence of increasing heuristic use.


Ye Li, Daniel Wall, Eric Johnson, and Olivier Toubia (2016) ,"Cognitively Optimized Measurement of Preferences", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 532-535.


Ye Li, University of California Riverside, USA
Daniel Wall, Rutgers University, USA
Eric Johnson, Columbia University, USA
Olivier Toubia, Columbia University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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