Low-Cost-Hypothese und Rationalität

We present a basic microeconomic model that includes attitudes and implicates the Low-Cost-Hypothesis for the case of a continuous behavioral variable. Similar to arguments by Best and Kroneberg (2012) with respect to a binary behavioral variable, our model implies that the Low-Cost-Hypothesis should not be tested via regression models that explicitly include interaction terms between attitude strength and costs of attitude conformity. By two applications from environmental sociology – willingness to pay for forest biodiversity and donations for animal protection – it is demonstrated that this best practice approach of testing the Low-Cost-Hypothesis might result in its rejection, while the hypothesis is actually confirmed by our theoretically derived testing strategy.