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).



Citation:

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.

Authors

Ioannis Evangelidis, ESADE Business School, Spain



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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