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Effort–value dissociation: liking vs. price in consumer valuation

This repository contains data, analysis notebooks, and materials for a paper showing that effort can decrease hedonic value (liking) while increasing monetary value (price/WTP/WTA). Evidence comes from lab and online studies with real effort, observed effort, and within- vs between-subjects pricing.

OSF: https://osf.io/5rjds/.

Table of Contents

Overview

Across multiple experiments, participants who worked to obtain stimuli often liked them less but priced them higher. We combine lab and online samples to reveal dissociable effects on hedonic vs. monetary judgments.

Directory Structure

effort-value-liking/
├── analysis/
│   ├── core.Rmd
│   ├── online.Rmd
│   └── supplementary.Rmd
├── data/
│   ├── raw/
│   └── prepared/
├── experiments/
├── output/
├── R/
│   └── prepare_data.R
├── LICENSE
└── README.md

Installation

No installation is required beyond having R and the necessary libraries. To run the script, simply clone this repository or download the script files and execute them within your R environment. Refer to the header of each script for a complete list of necessary libraries for that specific analysis.

Usage

Clone this repository and navigate to the project directory:

git clone https://github.com/pmarcowski/effort-value-liking.git
cd effort-value-liking

Analyses

Analyses are implemented in the R Markdown notebooks in analysis/.

  • core.Rmd — Lab studies (rating task), omnibus tests, participant-level profiles, figures.
  • online.Rmd — Online studies (observed effort, task validation, within-subjects).
  • supplementary.Rmd — Supplemental checks, robustness, additional figures.

Knit artifacts are written under analysis/.

Analyses read processed files from data/prepared/. To regenerate them, uncomment the existing source("R/prepare_data.R") at the top of a notebook (or run it manually).

License

This project is licensed under the MIT License — see the LICENSE file for details.

Citation

If you use this code or data in your research, please cite our paper:

[citation information to be added upon publication]

Contact

For any questions or feedback, please contact the author directly.

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Effort–value dissociation: liking vs. price in consumer valuation

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