Purpose Questionnaire measures of consumers’ willingness to pay (WTP) and price sensitivity are biased, yet these declarative methods can aid managerial decision-making. Additional choices involve which question formats to use (open-ended or discrete choice) and how many questions (unique...

Purpose The purpose of this study is to explore the effects of priming on consumer emotions and willingness to pay as consumers experience two services with two opposite valences. Design/methodology/approach A 2 (service experience sequence: failure–success, success–failure) × 3(priming:...

Purpose – The study aims to conduct a critical analysis of available economic tools to value non‐market rural tourism products and services, and assess the strengths and weaknesses of these tools. Design/methodology/approach – The paper reviews existing valuation methods to better...

Purpose Evidence suggests that a growing number of consumers across the world are becoming more environmentally responsible in terms of their personal habits and lifestyles. In this paper, the authors aim to use both parametric and non-parametric econometric models to estimate Kuwaiti...

Purpose The purpose of this paper is to examine the impact of corporate social responsibility (CSR) on the behavioral intention (BI) of customers (e.g. repurchase/revisit intention, spread word of mouth, loyalty, willingness to pay). Design/methodology/approach A quantitative meta-analysis of 37...

Purpose – The purpose of this paper is to obtain evidence about the scope of the determinants of the willingness to pay (WTP) of the residents in a Spanish city (A Coruña) for keeping a professional football team (Deportivo) competing at the highest level. Apart from the individual...

Purpose – The purpose of this paper is to explore the mediating role of internal reference price (IRP) in a pay-what-you-want (PWYW) price setting. Specifically, it examines the effects of altruism, social desirability and price consciousness as the antecedents of IRP and consumers’...

Advances in technology have always reshaped labor markets. Automating human labor has lead to job losses and creation but most of all, for an increasing demand for highly skilled workers. However, emerging AI innovations like ChatGPT may reduce labor demand in high skilled occupations previously...