![]() First, it was designed to investigate the impact of ranking and choice tasks on resulting preferences. The research question addressed by this study was, "Do ranking and choice tasks result in similar preferences?" The experiment reported here had two purposes. While the distinction between ranking and choice tasks to elicit preferences appears to be a simple substitution of sequential choices (ranking) for individual choices, research in the area of rating and choice tasks suggests that this assumption may be incorrect. The alternative ranked second is assumed to be the alternative that would be selected if the first choice is not available, etc. The alternative that is ranked first is assumed to be the alternative that would be the first choice. Ranking is typically assumed to be a method of eliciting sequential choices. The relationship between preferences generated by ranking and choice tasks has received little attention. 1993 Slovic and Lichtenstein 1983 Tversky, Sattath, and Slovic 1988). The research suggests that rating and choice tasks result in differences in preferences (e.g., Einhorn and Hogarth 1981 Hansen 1976 Hogarth 1980 Huber et al. To date, researchers investigating procedural invariance with regard to response modes have focused on the distinction between various rating and choice tasks (see Payne, Bettman, and Johnson 1992). One area of investigation of procedural invariance is the realm of response modes. Tversky, Sattath, and Slovic (1988) refer to this proposition as procedural invariance: Normatively equivalent procedures should yield the same preferences. One principal ramification of the VM assumption is that preferences between alternatives are independent of the preference elicitation task employed. ![]() This value maximization assumption (VM) is the cornerstone of the economic theory of the consumer, and is used extensively by theoretical and practical marketing researchers (Simonson and Tversky 1992). It is commonly assumed that each alternative has an underlying utility or expected value and that the consumer prefers the alternative with the highest value. Preference data is one of the primary tools employed in the development of marketing strategies. Requiring a justification of resulting preferences had a differential impact on ranking and choice tasks. In addition, two manipulations, requiring a justification and altering the information format, were investigated to determine their impact on resulting preferences. The results indicate that ranking and choice tasks result in differences in resulting preferences. This exploratory study reports the findings of an empirical investigation of this assumption. Preferences generated by rank order tasks are typically assumed to be equal to those generated by choice tasks. Peltier, University of Wisconsin-Whitewater Kardes and Mita Sujan, Provo, UT : Association for Consumer Research, Pages: 71-77.Īdvances in Consumer Research VolPages 71-77 Peltier (1995) ,"Ranking: Is It Really Sequential Choice?", in NA - Advances in Consumer Research Volume 22, eds. ABSTRACT - Preferences generated by rank order tasks are typically assumed to be equal to those generated by choice tasks.
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