The reverse is also the case. In market research, the death knell of your research is if you include the question of "would you prefer money or X." People alwa

The reverse is also the case. In market research, the death knell of your research is if you include the question of "would you prefer money or X." People always choose hypothetical money as it's a wildcard, even if in actuality they will spend ridiculous amounts of it on the thing you are testing in the first place. The existence of hypothetical money in surveys screws them up terribly, as people are both willing to spend and accept hypothetical money in ways that often don't translate to reality.