Measuring willingness to pay as a range, revisited: When should we care?

Measuring Willingness to Pay by Means of the Trade-off between Free Available Cash and Specific-Purpose Vouchers

“…Another approach to web-based CA has been proposed by Park, Ding, and Rao (2008), who employed a combination that incorporates a BDM procedure in which respondents can upgrade complex products and state their WTP for this improvement. The most recent developments no longer treat WTP as a price point but treat it as a range (Dost and Wilken 2012;Wang, Venkathesh, and Chatterjee 2007). Because these methods are designed to be incentive compatible, they have been combined with a BDM procedure.…”

Eliciting Preferences for Public Goods in Nonmonetized Communities: Accounting for Preference Uncertainty

“…Building upon previous work in marketing science (Wang et al 2007, Dost andWilken 2012), we follow first advances of Kniebes et al (2014) in non-market environmental valuation and establish the open-ended method, the Range-WTP method, for eliciting preferences for non-market goods in non-monetized communities. This measure is designed specifically to reflect the effects of uncertainty in purchase decisions.…”

“…WTP as a range (adapted from Wang et al 2007, Dost and Wilken 2012and Kniebes et al 2014 In a set-up involving 175 customers, Wang et al (2007) We follow the approach of Kniebes et al (2014) and apply the range-based method for eliciting contributions to a hypothetical public good. In doing so, we are interested in comparing the degree of uncertainty between monetary and labour time contributions in a non-monetized economy.…”

“…4 Other studies used closed-ended methods, for example Hung et al 2007 andO'Garra 2009. incomplete knowledge about the features of the object under evaluation or simply by the fact that a person is unsure about her own preferences (March 1978;Ariely et al 2003;Gregory et al 1993;Jacowitz and Kahnemann 1995). Due to vagueness of preferences, people often have only regions of indifference instead of well-defined indifference curves (Loomes 1988;Butler and Loomes 2007;, a fact that challenges the existence of a single Point-WTP (Dost and Wilken 2012;Hanley et al 2009;Wang et al 2007). As a consequence, the classical CV method may impose unrealistic cognitive demands on respondents.…”

Actitud hacia la marca ante un evento inesperado: Rol del pensamiento holístico y analítico

“…Destinar los recursos propios al pago de algo que no es parte de aquello en lo que el individuo tiene disposición 1. En la literatura académica se encuentran distintos estudios que han abordado lo referente a la disposición a pagar, los cuales son referenciados a continuación en caso de que sea de interés del lector profundizar en este concepto: Hanemann (1991), Shogren, Shin, Hayes y Kliebenstein (1994), Olsen y Smith (2001), Wertenbroch y Skiera (2002), Dahl y Moreau (2002), Netemeyer et al (2004), Homburg, Koschate y Hoyer (2005), Pelsmacker, Driesen y Rayp (2005), Blumenschein, Blomquist, Johannesson, Horn y Freeman (2008), Shiroiwa et al (2010), Adaval y Wyer (2011), Koschate-Fischer, Stefan y Hoyer (2012), Dost y Wilken (2012) a pagar tiene un impacto conductual, en especial, si se reconoce que los seres humanos conjugan en sus decisiones aspectos tanto racionales como emocionales. En 1979, a través de una revista de medicina canadiense (Canadian Medical Association CMA Journal), se publicó un breve escrito en el que se planteaban consejos para que las personas aliviaran el dolor por pagar por su bienestar médico en Estados Unidos (CMA, 1979), suceso que se producía especialmente por tres aspectos: el monto de la cuenta pagada por el servicio médico, la enumeración de los detalles pagados en la cuenta o factura y los costos adicionales que se generaban por la prestación del servicio, en especial, aquellos asociados con tiempo.…”