CHANG, HORNG-JINH; CHEN, PO-YU - In: Asia-Pacific Journal of Operational Research (APJOR) 25 (2008) 02, pp. 151-167
According to the marketing principle, a decision maker may control demand rate through selling price and the unit facility cost of promoting transaction. In fact, the upper bound of willing-to-pay price and the transaction cost probably depend upon the subjective judgment of individual consumer...