Consumers' willingness to pay (WTP) is highly relevant to managers and academics, and the various direct and indirect methods used to measure it vary in their accuracy, defined as how closely the hypothetically measured WTP (HWTP) matches consumers' real WTP (RWTP). The difference between HWTP and RWTP is the "hypothetical bias." A prevalent assumption in marketing science is that indirect methods measure WTP more accurately than do direct methods. With a meta-analysis of 77 studies reported in 47 papers and resulting in 115 effect sizes, we test that assumption by assessing the hypothetical bias. The total sample consists of 24,347 included observations for HWTP and 20,656 for RWTP. Moving beyond extant meta-analyses in marketing, we intro...
This study reports a new meta-analysis of papers that elicit willingness-to-pay (WTP) and willingnes...
International audienceThis study reports a new meta-analysis of papers that elicit willingness-to-pa...
Individuals are widely believed to overstate their economic valuation of a good by a factor of two o...
Consumers' willingness to pay (WTP) is highly relevant to managers and academics, and the various di...
Consumers' willingness to pay (WTP) is highly relevant to managers and academics, and the various di...
Consumers' willingness to pay (WTP) is highly relevant to managers and academics, and the various di...
Consumers' willingness to pay (WTP) is highly relevant to managers and academics, and the various di...
Consumers' willingness to pay (WTP) is highly relevant to managers and academics, and the various di...
Economists, psychologists, and marketing researchers rely on meas-ures of consumers ’ willingness to...
Gauging the maximum willingness to pay (WTP) of a product accurately is a critical success factor th...
International audienceThis study reports a new meta-analysis of papers that elicit willingness-to-pa...
International audienceThis study reports a new meta-analysis of papers that elicit willingness-to-pa...
This study reports a new meta-analysis of papers that elicit willingness-to-pay (WTP) and willingnes...
This study reports a new meta-analysis of papers that elicit willingness-to-pay (WTP) and willingnes...
This study reports a new meta-analysis of papers that elicit willingness-to-pay (WTP) and willingnes...
This study reports a new meta-analysis of papers that elicit willingness-to-pay (WTP) and willingnes...
International audienceThis study reports a new meta-analysis of papers that elicit willingness-to-pa...
Individuals are widely believed to overstate their economic valuation of a good by a factor of two o...
Consumers' willingness to pay (WTP) is highly relevant to managers and academics, and the various di...
Consumers' willingness to pay (WTP) is highly relevant to managers and academics, and the various di...
Consumers' willingness to pay (WTP) is highly relevant to managers and academics, and the various di...
Consumers' willingness to pay (WTP) is highly relevant to managers and academics, and the various di...
Consumers' willingness to pay (WTP) is highly relevant to managers and academics, and the various di...
Economists, psychologists, and marketing researchers rely on meas-ures of consumers ’ willingness to...
Gauging the maximum willingness to pay (WTP) of a product accurately is a critical success factor th...
International audienceThis study reports a new meta-analysis of papers that elicit willingness-to-pa...
International audienceThis study reports a new meta-analysis of papers that elicit willingness-to-pa...
This study reports a new meta-analysis of papers that elicit willingness-to-pay (WTP) and willingnes...
This study reports a new meta-analysis of papers that elicit willingness-to-pay (WTP) and willingnes...
This study reports a new meta-analysis of papers that elicit willingness-to-pay (WTP) and willingnes...
This study reports a new meta-analysis of papers that elicit willingness-to-pay (WTP) and willingnes...
International audienceThis study reports a new meta-analysis of papers that elicit willingness-to-pa...
Individuals are widely believed to overstate their economic valuation of a good by a factor of two o...