My Favourite is Not on the Shelf: Effects of the Revealed-Preference Bundle on Consumers' Stated Choice

Posted: 26 Jun 2008

See all articles by Wuyang Hu

Wuyang Hu

University of Nevada, Reno - College of Business Administration - Department of Economics

Date Written: March 2008

Abstract

Based on a conjoint choice experiment relating to canola oil in Japan, this article establishes and tests the impacts of various measures of reference dependence on choice. Results show that although reference dependence may be defined within choice tasks as a type of choice complexity, a broader and more logical definition should be based on respondents' revealed-preference bundle. This broader definition allows for a richer representation and interpretation of behaviour. It is found that references may affect choices through different channels and that many of these effects are non-linear.

Keywords: complexity, random utility, reference dependence, stated choice, variety seeking, C81, D12

Suggested Citation

Hu, Wuyang, My Favourite is Not on the Shelf: Effects of the Revealed-Preference Bundle on Consumers' Stated Choice (March 2008). European Review of Agricultural Economics, Vol. 35, No. 1, pp. 29-50, 2008, Available at SSRN: https://ssrn.com/abstract=1151635 or http://dx.doi.org/jbn002

Wuyang Hu (Contact Author)

University of Nevada, Reno - College of Business Administration - Department of Economics ( email )

1664 N. Virginia Street
Reno, NV 89557
United States

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