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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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