Preference Reversals Between Digital and Physical Goods

Increasingly, facets of modern life have moved from the physical to the digital. We extend previous work that shows that individuals remain willing-to-pay more for physical goods than digital goods and find a preference reversal whereby individuals’ preferences are contingent on the elicitation task. Practical and theoretical implications are discussed.


Fuad Adnan Shennib, Rhia Catapano, and Jonathan Levav (2019) ,"Preference Reversals Between Digital and Physical Goods", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 342-346.


Fuad Adnan Shennib, Stanford University, USA
Rhia Catapano, Stanford University, USA
Jonathan Levav, Stanford University, USA


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


Bundle Variety and Preference: A Neuromarketing Study Using Event-Related Potentials

Ruyi Qiu, Tsinghua University
Xiaoang Wan, Tsinghua University

Read More


I6. How Does Runner’s World Shape a Runner’s World? Understanding Representations of the “Ideal” Female Body in Fitness Advertising

Carly Drake, University of Calgary, Canada
Scott Radford, University of Calgary, Canada

Read More


D4. How the Product Positioning Affect the Influence of Online Consumer Reviews on Consumer Intentions

Helison Bertoli Alves Dias, Federal University of Paraná
José Carlos Korelo, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Cecilia Souto Maior, Federal University of Paraná
Paulo Henrique Muller Prado, Federal University of Paraná

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.