Response Mode Effects and Moral Values
21 Pages Posted: 11 Feb 2009 Last revised: 9 Mar 2009
Date Written: February 9, 2009
Abstract
n five studies, we measured the extent to which subjects weight moral product attributes in different response modes. We found that nonprice judgments such as likelihood of purchase ratings were more reflective of expressed moral attitudes than were pricing responses, and that holistic price evaluations were especially unlikely to reflect moral considerations. Post-task ratings confirmed the preference results, as did an experiment controlling for the influence of task goals. Our results have implications for compatibility theories of preference elicitation, the predictability of respondent ratings of attribute unacceptability, and the measurement of utilities for morally charged attributes.
Keywords: behavioral economics, decision making, morality, context effects, preference reversals, conjoint measurement
JEL Classification: A13, C91, D12
Suggested Citation: Suggested Citation
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