Visualizing Price Magnitude: How Slider Scales Change Willingness-To-Pay
Although organizations use textboxes and slider scales interchangeably to elicit consumers’ willingness-to-pay, seven experiments demonstrate that slider scales elicit more extreme responses than textboxes. This effect is due to recalibration of the mental number line with respect to one anchor (textbox) versus two (slider scale) depending on response format.
Citation:
Manoj Thomas and Ellie Kyung (2018) ,"Visualizing Price Magnitude: How Slider Scales Change Willingness-To-Pay", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 328-332.
Authors
Manoj Thomas, Cornell University, USA
Ellie Kyung, Dartmouth College, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Consumer Responses to Premium Framing: Better to Offer the Target Product as a Free Gift?
Maggie Wenjing Liu, Tsinghua University
Lu Yang, Tsinghua University
Yuhuang Zheng, Tsinghua University
Featured
Donate Today or Give Tomorrow? Adding a Time Delay Increases Donation Amount but not Willingness to Donate
Emily Powell, New York University, USA
Minah Jung, New York University, USA
Joachim Vosgerau, Bocconi University, Italy
Eyal Pe'er, Bar-Ilan University
Featured
P1. Constructed Preferences in Time-Money Tradeoffs: Evidence for Greater Violation of Procedural Invariance for Time as Opposed to Money Elicitations
Nazli Gurdamar Okutur, London Business School, UK
Jonathan Zev Berman, London Business School, UK