Positive context effect on participants’ valuations. (A, B) There was a significant positive relationship between the average value of context products and participants’ bids in the Context-BDM. The higher the average value of the context products was, the higher the participants’ bid was. This was evident in both Online-valuation and Lab-valuation samples. The black solid line represents the mean bids averaged across participants. The shaded area represents standard errors across participants. (C-D) Plot of mean bid within each RT quintile in the Online-valuation and the Lab-valuation samples. Each dot represents the mean bid within each RT bin. Error bars represent standard errors across participants. *P < 0.05, ***P < 0.001.