The Contingent Impact of Context on Choice Versus Valuation

We investigate the occurrence of context effects in two common elicitation procedures: choice and willingness-to-pay. We demonstrate that attraction and compromise effects replicate in choice, but are eliminated (attraction) or reversed (compromise) in willingness-to-pay because the latter is predominantly driven by price perceptions that are stable across contexts.


Minah Jung, Ioannis Evangelidis, and Fuad Adnan Shennib (2020) ,"The Contingent Impact of Context on Choice Versus Valuation", 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: 949-953.


Minah Jung, New York University, USA
Ioannis Evangelidis, ESADE Business School, Spain
Fuad Adnan Shennib, Stanford University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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