Recent increases in flexibility and automation in the production of goods and services allow a growing number of suppliers to offer their products in flexible sets of modules from which consumers can create their own individualized packages. This paper addresses the question how consumer choices...

Open access (OA) publishing upends the traditional business model in scientific publishing by requiring authors instead of readers to pay for the publishing-related costs. In this paper, we aim to elicit the willingness to pay (WTP) of authors for open access publishing. We conduct two separate...

I empirically separate two components in a consumer’s privacy preference. The intrinsic component is a “taste” for privacy, a utility primitive. The instrumental component comes from the consumer’s anticipated economic loss from revealing his private information to the firm, and arises...

How much do consumers’ privacy valuations change under the influence of choice architecture? How does this influence affect the efficiency of data collection, by changing not only the quantity of data collected but also its representativeness? To answer these questions, we run a large-scale...

Purpose - This study aims to propose an innovative model that integrates variables and examines the influence of internet usage expertise, perceived risk and attitude toward information control on privacy concerns (PC) and, consequently, in consumers' willingness to disclose personal information...

This study compares the performance of four commonly used approaches to measure consumers’ willingness to pay (WTP) to real purchase data (REAL): the open-ended question format (OE), choice-based conjoint analysis (CBC), the incentive-compatible mechanism proposed by Becker, DeGroot, and...

Consequences of network externalities, such as product growth and innovation diffusion, are widely studied in marketing literature. However, there is little empirical research that examines the existence of such network externalities in consumer behavior. When and how do consumers take into...

Objective - This study aimed to investigate Thai customers' preference to chili sauce using conjoint analysis (henceforth CA).Methodology/Technique - The participants of the study were residents of Sakon Nakhon, Nakhon Phanom and Mukdahan, Thailand. Data were collected with a stratified sampling...