| This dissertation proposes a dual-strategy account of the preference reversal phenomenon in decision making research. Preference reversals occur when normatively equivalent elicitation methods, such as choice and minimum selling prices, result in inconsistent preferences. The most widely accepted explanation of preference reversals is the contingent-weighting hypothesis. Contingent-weighting posits that a single strategy is used in both choice and selling, but that dimensional weighting of the attributes varies with the response mode. Alternatively, the goal of this dissertation is to show that choice and selling evoke two different strategies and that choice in particular evokes qualitative heuristics. |
