Willingness to pay (WTP) for a basic chilled soup product and for an improved, self-heating version was measured by methods experimentally varied according to a 2 3 design, varying the basic m easurement approach (contingent valuation, experimental auction, conjoint analysis) and the use of real...

Measurement bias in cross-cultural surveys can seriously threaten the validity of hypothesis tests. Direct comparisons of means depend on the assumption that differences in observed variables reflect differences in the underlying constructs, and not an additive bias that may be caused by...

Fødevarevirksomheders omverden er evigt skiftende, og de kan derfor ikke regne med, at nuværende kompetencer er tilstrækkelige til at kunne klare sig i morgendagens internationale konkurrence. Det er dog noget nær umuligt at forestille sig, hvad det kræver for at klare sig i...

The main aim of this study is to investigate an old challenge for means-end chain (MEC) theory; the lack of demonstration for means-end chains choice relevance. Even though MEC has become a commonly used tool in commercial market research and has been widely used in applied consumer research,...