If you scroll down to the details about the studies, you'll see that they just asked consumers what their stated preferences were, rather than observed what the

If you scroll down to the details about the studies, you'll see that they just asked consumers what their stated preferences were, rather than observed what their actual behaviour was. Anyone who's ever priced anything before will tell you this is pointless at best and misleading at worst. We shouldn't spend any more time discussing such a bad study.