How should consumers' willingness to pay be measured? an empirical comparison of state-of-the-art approaches

Journal of Marketing Research

Volumn 48, Issue 1, 2011, Pages 172-184

  Miller, Klaus M ^a   Hofstetter, Reto ^d   Krohmer, Harley ^b,c   Zhang, Z John ^e  

^a Department of Marketing ^*  (Switzerland)

^b Department of Marketing   (Australia)

^c UNIVERSITY OF BERN   (Switzerland)

^d UNIVERSITY OF ST GALLEN   (Switzerland)

^e UNIVERSITY OF PENNSYLVANIA   (United States)

Author keywords

Demand estimation; Hypothetical bias; Market research; Pricing; Willingness to pay

Indexed keywords

EID: 79952034155     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.48.1.172     Document Type: Article

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