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.
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.
Manoj Thomas, Cornell University, USA
Ellie Kyung, Dartmouth College, USA
NA - Advances in Consumer Research Volume 46 | 2018
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