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Response Mode Effects and Moral Values.

Julie R. Irwin1, Jonathan Baron

  • 1University of Texas, Austin

Organizational Behavior and Human Decision Processes
|March 30, 2001
PubMed
Summary
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Consumers

Area of Science:

  • Consumer Psychology
  • Decision Science

Background:

  • Understanding how consumers integrate moral considerations into purchasing decisions is crucial.
  • Previous research has not fully clarified how different response modes affect the reflection of moral values in consumer judgments.

Purpose of the Study:

  • To investigate the influence of response modes on the weighting of moral product attributes in consumer judgments.
  • To determine whether non-price judgments or price-based responses better reflect expressed moral attitudes.

Main Methods:

  • Five studies were conducted to measure how subjects weigh moral product attributes across various response modes.
  • Methods included likelihood of purchase ratings, pricing responses, and post-task evaluations.
  • An experiment controlled for task goal influences on responses.

Related Experiment Videos

Main Results:

  • Non-price judgments, such as purchase likelihood, more accurately reflected stated moral attitudes compared to pricing responses.
  • Holistic price evaluations demonstrated a particularly low reflection of moral considerations.
  • Post-task ratings and controlled experiments corroborated these findings.

Conclusions:

  • The compatibility of response modes significantly impacts the elicitation of moral preferences.
  • Findings have implications for predicting consumer ratings of attribute unacceptability.
  • Accurate measurement of utilities for morally charged attributes requires careful consideration of response mode.