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

Share Proceeding

Featured papers

See More


When the Face of Need Backfires: The Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements

In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, USA

Read More


The Asymmetric Effect of Highlighting Intertemporal Opportunity Costs

Christopher Olivola, Carnegie Mellon University, USA
David Hardisty, University of British Columbia, Canada
Daniel Read, University of Warwick

Read More


Exploring the Intersection of Digital Virtual Consumption and Family Rituals

Linda Tuncay Zayer, Loyola University Chicago, USA
Jenna Drenten, Loyola University Chicago, USA

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.