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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

Family Consumption Experiences Across Generations

Tandy Chalmers Thomas, Queens University, Canada
Linda L Price, University of Oregon, USA

Read More

Featured

G2. You Run When Time Flies: Time Metaphors Affect Inferences from the Speed of Time

N. Alican Mecit, HEC Paris, France
L. J. Shrum, HEC Paris, France
tina m. lowrey, HEC Paris, France

Read More

Featured

M6. Approaching Negative Experience

Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural 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.