Testing commitment cost theory in choice experiments

In choice experiments, it is commonly assumed that individuals make choices in static and certainty decision-making conditions. Real-world choices, however, are usually made in a dynamic setting. Committing a purchase decision under conditions of uncertainty might have a 'Commitment Cost' (CC). In this study, we test CC theory using a nonhypothetical choice experiment. Specifically, we test whether choice behavior and willingness to pay estimates differ when individuals have the option to gain present or delayed information or reverse the transaction. Our results suggest that the construction of a dynamic decision context can be relevant in the design of choice experiments. (JEL C90, C93, Q18)
I. INTRODUCTION Consumer willingness to pay (WTP) for private as well as public goods is an important indicator of consumer response to different choice contexts. On the basis of the [...]