| Abstract: | Preference reversals between joint and separate evaluation procedures (JE and SE) were studied as a function of attribute evaluability (Hsee, 1996) and attribute importance. First, the present research replicated Hsee's (1996) JE-SE preference reversal findings with willingness-to-pay judgments. In addition, choices showed a preference pattern similar to that of willingness-to-pay judgments. Second, consistent with Hsee's (2000) speculation, the study showed that attribute importance is a key determinant of JE-SE reversal. |
