Willingness to pay (WTP)

Topic:

Methods

Definition:

“Maximum price a consumer accepts to pay for a given quantity of goods or services.”

References

Le Gall-Ely, M., 2009. Definition, Measurement and Determinants of the Consumer’s Willingness to Pay: a Critical Synthesis and Directions for Further Research. Recherche et Applications en Marketing 24, 91–113. https://hal.archives-ouvertes.fr/file/index/docid/522828/filename/mlegallely_RAM_2009_english_version.pdf

Last Updated:

Nov. 2020
Yam minisett technique (YMT)
Willingness to accept (WTA)
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