Schlereth, Christian; Eckert, Christine; Skiera, Bernd - In: Marketing Letters 23 (2012) 3, pp. 761-776
Willingness-to-pay has always been conceptualized as a point estimate, frequently as the price that makes the consumer indifferent between buying and not buying the product. In contrast, this article estimates willingness-to-pay (WTP) as an interval based on discrete choice experiments and a...