Differentiated prices, bundling, web auctions: firms' pricing practices are evolving. When there is no market, or for customized pricing, the willingness-to-pay concept seems to be interesting. This article aims at presenting a synthesis of the marketing research stream relative to willingness to pay. First, a definition of the concept is given and compared to other similar concepts, notably reference price and acceptable price. The methods of measurement are then presented, compared to those used to measure elasticity and examined. Next, the research on external determinants of willingness to pay is outlined. Finally, numerous avenues for further research are proposed.
..., methods for measuring WTP are affected by bias resulting from unpredictable over- or underestimat...
A product placement can be characterized by its prominence and its plot connection. This research scrutinizes the interaction between these two elements in the context of the consumer perceptual process. The results of a survey based on 32,662 exposures to brand placements in DVD movies showed that prominent and plot connected placements lead to better brand recall (spontaneous day-after recall) than prominent placements that are not plot connected, and that the latter leads to better brand recall than plot connected placements that are not prominent. The brands appearing in non prominent and non plot connected placements are the worst recalled.
... is therefore necessary to specify the definition retained for this study before presenting the char...The first is a selection bias, or a lack of control over the sample (Jolibert an...
...) Demeurant ensemble xxxxxxxxxxxxxxxxxxxxxxxx BIAS représentée par Me Jean Michel BURG, avoué assi...'aucun moyen de contrôle puisque, par définition, aucune pièce ne lui était retournée, - seuls l...
This article examines the influence of the product package (color and shape) on some functional (brand belief) and symbolic associations (brand personality) of the brand image. Hypotheses are tested in an experiment that results in an empirical validation of the role of the package in the brand image enhancement process.
...This situation may also create a bias in respondents' responses, the consumption context... and Gronhaug, 2003) as well as for its definition and number of items per dimension (Hayes, 1999). C...
This research examines the effects of cumulative satisfaction, trust and brand commitment on consumers' decision to boycott. The study shows that their influence varies according to the type of boycott (instrumental versus expressive). Four results distinguish the two expressive boycotts considered: 1) the perceived egregiousness of the company's act and/or the message credibility totally mediate their effects on the boycott decision; 2) cumulative satisfaction enhances a contrast effect whereas brand commitment generates an assimilation effect (minimization of the fault); 3) the message credibility enhances boycott participation; 4) the volume of consumption decreases only social boycott participation. Strategic implications for consumer organizations and companies are then specified.
...They need to distort reality, adopt a biased view of the act or behavior of the company accused...Definition of the boycott scenarios was based on the literatu...
The literature review shows the importance of broadening research on consumer creativity in creative leisure pursuits. Several theories and the results of a motivational study highlight the hedonic (pleasure, vitality) and eudemonic components (learning, identity experience) of the creative experience as well as the consumer's motivational orientation at the time he engages in the creative activity. Subsequently, the links between these experience components and the originality or aesthetic qualities of the creative product are established in order to study the role of this motivational orientation. Results confirm the importance of this orientation and several key areas are identified for further research.
...Hirschman (1980) borrows Guilford's definition (1965) of creativity, "the problem-solving capabil... and quickly in order to avoid contamination bias. To preserve confidentiality, the questionnaires w...
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