Incentivized and non-incentivized liking ratings outperform willingness-to-pay in predicting choice
A core principle in decision science is that people choose according to their subjective values. These values are often measured using unincentivized scales with arbitrary units (e.g., from 0 to 10) or using incentivized willingness-to-pay (WTP) with dollars and cents. What is unclear is whether usi...
Main Authors: | , , |
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Format: | Article |
Language: | English |
Published: |
Cambridge University Press
2021-11-01
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Series: | Judgment and Decision Making |
Subjects: | |
Online Access: | http://journal.sjdm.org/20/200808a/jdm200808a.pdf |