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

Share Proceeding

Featured papers

See More


The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure

Kamila Sobol, Concordia University, Canada

Read More


O10. Individual Differences in Consumers' Need For Cognition and Affect: A Neuromarketing Study Using Voxel-Based Morphometry

Jianping Huang, Tsinghua University
Yang Sun, Tsinghua University
Jie Sui, University of Bath, UK
Xiaoang Wan, Tsinghua University

Read More


Is Warm Always Trusting? The Effect of Seasonality on Trustworthiness

Gretchen Wilroy, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
Simon Blanchard, Georgetown University, USA

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.