Response mode effects and moral values

In five studies, we measured the extent to which subjects weight moral prod uct attributes in different response modes. We found that nonprice judgment s such as likelihood of purchase ratings were more reflective of expressed moral attitudes than were pricing responses, and that holistic price evalua tions were especially unlikely to reflect moral considerations. Post-task r atings confirmed the preference results, as did an experiment controlling f or the influence of task goals. Our results have implications for compatibi lity theories of preference elicitation, the predictability of respondent r atings of attribute unacceptability, and the measurement of utilities for m orally charged attributes. (C) 2001 Academic Press.