Perceptual and Cognitive Salience and Their Effects on Product Valuations

Three studies employing conjoint designs demonstrate that 1) salience biases can occur in a graded fashion and impact on attribute part-worths even when all information is accessible and relevant, 2) salience biases can be perceptual or cognitive in nature, and 3) salience biases on part-worths may decline over repeated decisions.


Evan Weingarten and J. Wesley Hutchinson (2017) ,"Perceptual and Cognitive Salience and Their Effects on Product Valuations", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 297-301.


Evan Weingarten, University of Pennsylvania, USA
J. Wesley Hutchinson, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 45 | 2017

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