Hyperopia and Choice. The next unan

Hyperopia and Choice. The next unanswered questionrelates to hyperopic choices. Because choices in Kivetz and Simonson’s (2002) work were dichotomous (luxury or necessity), it cannot clearly be seen whether hyperopic choices were driven by an aversion toward luxuries, as suggested in past conceptualizations, or simply by a strong preference for necessities, which generally prevails in the population (Giner-Sorolla 2001; Kivetz and Keinan 2006). As such, a valid measure of hyperopia should show that hyperopia is characterized by a higher-than-normal aversion toward indulgence goals or luxury products, above and beyond the common baseline priority on necessities. By demonstrating this key aspect of hyperopia, we can provide evidence supporting the suppositions of past research as well as provide further construct validation.