How Slider Scales Systematically Bias Willingness-To-Pay: Implicit Recalibration of Monetary Magnitudes

Although organizations use text boxes and slider scales interchangeably to elicit consumers’ willingness-to-pay, nine experiments demonstrate that slider scales elicit more extreme responses than text boxes. This happens because slider scales alter the calibration of the mental number line that people use to evaluate their bids.



Citation:

Manoj Thomas and Ellie Kyung (2018) ,"How Slider Scales Systematically Bias Willingness-To-Pay: Implicit Recalibration of Monetary Magnitudes", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 24-28.

Authors

Manoj Thomas, Cornell University, USA
Ellie Kyung, Dartmouth College, USA



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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