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My favourite is not on the shelf: effects of the revealed-preference bundle on consumers' stated choice

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  • Wuyang Hu

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. Oxford University Press and Foundation for the European Review of Agricultural Economics 2008; all rights reserved. For permissions, please email journals.permissions@oxfordjournals.org, Oxford University Press.

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  • Wuyang Hu, 2008. "My favourite is not on the shelf: effects of the revealed-preference bundle on consumers' stated choice," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 35(1), pages 29-50, March.
    • Handle: RePEc:oup:erevae:v:35:y:2008:i:1:p:29-50
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    File URL: http://hdl.handle.net/10.1093/erae/jbn002
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