Behavioral Option Value and Product Set Choice

We propose a behavioral theory of consumers’ option value for sets from which they consume a product in the future. For example, consumers may choose between health insurance networks from which they select a provider for treatment later. Results from two experiments support our hypotheses and illustrate the proposed approach.



Citation:

Paniz Gorji, Benedict Dellaert, and Bas Donkers (2020) ,"Behavioral Option Value and Product Set Choice", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1239-1239.

Authors

Paniz Gorji, Erasmus University Rotterdam, The Netherlands
Benedict Dellaert, Erasmus University Rotterdam, The Netherlands
Bas Donkers, Erasmus University Rotterdam, The Netherlands



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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