Amir, O., Ariely, D., &Carmon, Z. (2008). The dissociation between monetary assessment and predicted utility. Marketing Science, 27(6), 1055-1064.
We study the dissociation between two common measures of value—monetary assessment of purchase options versus the predicted utility associated with owning or consuming those options, a disparity that is reflected in well-known judgment anomalies and that is important for interpreting market research data. We propose that a significant cause of this dissociation is the difference in how these two types of evaluations are formed—each is ...