Xiaohua, Yu; Binjian, Yan; Zhifeng, Gao - Institut für Agrarökonomie, Georg-August-Universität … - 2014
willingness to pay (WTP) are sensitive to time pressure and cognitive load levels in practice. An experiment with 233 students is … load levels. Results show that (1) increasing cognitive load could significantly reduce consumers’ WTP for organic food …; and (2) time pressure does not have significant impact on WTP values. Such results remind us of being particularly …