Value Sensitivity in Judgments of Relative Versus Absolute Preference

In this paper, I argue that value sensitivity is contingent on the elicitation procedure. I empirically demonstrate that participants are more sensitive to a difference in attribute values when they respond to relative (e.g., choice and ranking) as opposed to absolute tasks (e.g., independent ratings and WTP).


Ioannis Evangelidis (2019) ,"Value Sensitivity in Judgments of Relative Versus Absolute Preference", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 549-550.


Ioannis Evangelidis, ESADE Business School, Spain


NA - Advances in Consumer Research Volume 47 | 2019

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