Willingness to pay for a basic chilled soup product and for an improved, self-heating version was measured for 100 Ss who were randomly assigned to conditions: a contingent valuation scheme, and an experimental auction scheme. Drawing on constructs derived from research in consumer price information processing, Ss reference price, price involvement, and WTP thought style were also measured. Results showed significant main effects for WTP measurement method and for Ss price information characteristics on measured willingness to pay for the main product, and a method x thought style interaction that approached significance. However, when looking at marginal willingness to pay for the product improvement, the estimates for consistent across methods and price information processing characteristics.
MAPP; Betalingsvillighed; Produktudvikling; Willingness to pay; Contingent valuation; Experimental auction; Consumer price information processing; Product development
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Annual Conference of the European Marketing Academy, 2005