This article studies how a taste for consistency affects decision making. Our application is response behavior in surveys. In particular, we show that the inclusion of questions can affect answers to subsequent related questions. The reason is that participants want to respond in a consistent...

Discovering the preferences and the behaviour of consumers is a key challenge in marketing. Information about such topics can be gathered through surveys in which the respondents must assign a score to a number of items. In this article we suggest a strategy to analyze such data and achieve this...