The effects of heterogeneous preferences or uncertainty about item values on the variance of dependent variables (e.g., auction prices; retail price dispersion; or investment choices in stocks, R&D, or education) are usually relegated to the error term, which a) confounds these effects with...

Discovering the preferences and the behaviour of consumers is a key challenge in marketing. Information about such topics can be gathered through surveys in which the respondents must assign a score to a number of items. In this article we suggest a strategy to analyze such data and achieve this...

Preference consistency implies that people have learned their willingness to trade off attributes. We argue that this is not necessarily the case. Instead, we show that when preferences are learned in context (e.g., through repeated choices made from a trinary choice set that includes an...

Recent research challenges the idea that greater choice is always desirable, showing that larger assortments can increase choice deferral and switching. The present research demonstrates that even when consumers do make a purchase, the same item may generate lower satisfaction when chosen from a...

Marketers often analyze multinomial choice from a set of branded products to learn about demand. Given a set of brands to study, we analyze three reasons why choices from strict subsets of the brands can contain more statistical information about demand than choices from all the brands in the...

This paper presents an experimentally validated survey module to measure six key economic preferences – risk aversion, discounting, trust, altruism, positive and negative reciprocity – in a reliable, parsimonious and cost-effective way. The survey instruments included in the module were the...

Can a short survey instrument reliably measure a range of fundamental economic preferences across diverse settings? We focus on survey questions that systematically predict behavior in incentivized experimental tasks among German university students (Becker et al. 2016) and were implemented...