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We demonstrate preference reversals over consumer goods in hypothetical and incentive compatible settings. Participants prefer a utilitarian good when indicating willingness-to-pay more than when choosing. This is due to participants relying more on their affective responses when making a choice. The effect is attenuated when participants are told to deliberate.doi:10.2139/ssrn.2959609 fatcat:v4mkmn7zerepzk5xjtymal63sa