A REVIEW OF METHODS FOR MEASURING WILLINGNESS-TO-PAY

509 citations recorded by the source corpus.

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias (2019, background): “First, asking consumers directly for their HWTP tends to prime them to focus on the price (Breidert et al. 2006), which is unlike a natural shopping experience in which consumers choose among several products that vary on multiple attributes.”
Do pictures help? The effects of pictures and food names on menu evaluations (2017, background): “Both marketing managers and researchers agree on the crucial role of consumers’ willingness to pay in pricing decisions and product development (Ajzen and Driver, 1992; Breidert et al., 2006; Voelckner, 2006; Wertenbroc and Skier, 2002).”