Preference elicitation tasks are widely used to predict behavior in marketing, finance, and public policy. We suggest that every time a respondent answers an additional elicitation question, two things happen: (1) We obtain information about some parameter(s) of interest, such as their discount...

In the months before the 2020 U.S. election, several campaign websites added pre-checked boxes (defaults), automatically making donations into recurring weekly contributions unless donors unchecked them. Since these changes occurred at different times for different campaigns, we measure the...

Loss aversion can occur in riskless and risky choices. Yet, there is no evidence whether people who are loss averse in riskless choices are also loss averse in risky choices. We measure individual-level loss aversion in riskless choices in an endowment effect experiment by eliciting both WTA and...

Marketers face a myriad of decisions when developing a Web site for e-commerce. In this article, we attempt to organize our current understanding of consumer behavior into streams of research that address the development of marketplaces for the digital economy. We start by characterizing...

Loss aversion, the principle that losses impact decision making more than equivalent gains, is a fundamental idea in consumer behavior and decision making, though its existence has recently been called into question. Across five unique samples (Ntotal = 17,720), we tested predictions about what...