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Construal Processes in Preference Assessment

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  • Fischhoff, Baruch
  • Welch, Ned
  • Fredrick, Shane
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    Abstract

    Interpreting people's preferences requires understanding how they have construed their tasks, interpreting the proposed alternatives in the context where the evaluation is being made. With stylized experimental or survey choices, researchers challenge is typically identifying the features that people add in order to make their task real enough to answer (i.e., how they read between the lines). With rich "real world" choices, researchers' challenge is typically identifying the features that people neglect. as they reduce their task to manageable complexity (i.e., which lines they choose to read). In either case, if people misunderstand or mistrust the stated transaction, they may evaluate a different offer than the one that was proposed. Such misconstruals are a nuisance for investigators, insofar as dealing with them delays the measurements that motivated the research. However, they can also provide an opportunity, by focusing attention on how people give meaning to choice situations. This article describes procedures for studying construal processes. strategies for getting people to answer the questions that interest researchers, and options for interpreting responses when people construe questions differently than was intended. Copyright 1999 by Kluwer Academic Publishers

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    Bibliographic Info

    Article provided by Springer in its journal Journal of Risk and Uncertainty.

    Volume (Year): 19 (1999)
    Issue (Month): 1-3 (December)
    Pages: 139-64

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    Handle: RePEc:kap:jrisku:v:19:y:1999:i:1-3:p:139-64

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    Web page: http://www.springerlink.com/link.asp?id=100299

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    Cited by:
    1. Dekker, T. & Koster, P.R. & Brouwer, R., 2012. "Changing with the tide: Semi-parametric estimation of preference dynamics," Serie Research Memoranda 0005, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    2. Thijs Dekker & Paul Koster & Roy Brouwer, 2013. "Changing with the Tide: Semi-Parametric Estimation of Preference Dynamics," Tinbergen Institute Discussion Papers 13-074/VIII, Tinbergen Institute.
    3. Spash, Clive L., 2002. "Informing and forming preferences in environmental valuation: Coral reef biodiversity," Journal of Economic Psychology, Elsevier, vol. 23(5), pages 665-687, October.
    4. Wändi Bruine de Bruin & Andrew Parker & Jürgen Maurer, 2011. "Assessing small non-zero perceptions of chance: The case of H1N1 (swine) flu risks," Journal of Risk and Uncertainty, Springer, vol. 42(2), pages 145-159, April.
    5. Hitzhusen, Frederick J. & Abdul-Mohsen, Ashraf & Kruse, Sarah, 2004. "Toward Improved Economic Analysis Using Contingent Valuation: Some Methodological Considerations Applied To River Toxics And Dam Removal," 2004 Annual meeting, August 1-4, Denver, CO 20326, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    6. Rolfe, John & Bennett, Jeff, 2009. "The impact of offering two versus three alternatives in choice modelling experiments," Ecological Economics, Elsevier, vol. 68(4), pages 1140-1148, February.
    7. Zendehdel, Kamran & Rademaker, Michael & De Baets, Bernard & Van Huylenbroeck, Guido, 2008. "Qualitative valuation of environmental criteria through a group consensus based on stochastic dominance," Ecological Economics, Elsevier, vol. 67(2), pages 253-264, September.

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