Response Mode Effects and Moral Values

by: Julie R Irwin, Jonathan Baron

Organizational Behavior and Human Decision Processes, Vol. 84, No. 2. (March 2001), pp. 177-197.

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Abstract

In 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.

@article{citeulike:1446472, abstract = {In 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.}, author = {Irwin, Julie R. and Baron, Jonathan }, citeulike-article-id = {1446472}, journal = {Organizational Behavior and Human Decision Processes}, keywords = {decision-making, decisions, economics, methods, moral-values, preference-elicitation, wtp}, month = {March}, number = {2}, pages = {177--197}, posted-at = {2007-07-10 13:23:53}, priority = {3}, title = {Response Mode Effects and Moral Values}, url = {http://www.sciencedirect.com/science/article/B6WP2-457DB7R-W/2/1a9f8375804fee614244c78c44d5332e}, volume = {84}, year = {2001} }

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TY - JOUR ID - citeulike:1446472 L3 - citeulike-article-id:1446472 TI - Response Mode Effects and Moral Values JF - Organizational Behavior and Human Decision Processes VL - 84 IS - 2 SP - 177 EP - 197 N2 - In 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. KW - decision-making KW - decisions KW - economics KW - methods KW - moral-values KW - preference-elicitation KW - wtp AU - Irwin, Julie AU - Baron, Jonathan PY - 2001/03// UR - http://www.sciencedirect.com/science/article/B6WP2-457DB7R-W/2/1a9f8375804fee614244c78c44d5332e ER -

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