search query: @author Sichtmann, C. / total: 4
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| Author: | Sichtmann, C. Stingel, S. |
| Title: | Limit conjoin analysis and Vickrey auction as methods to elict consumers´ willingness-to-pay |
| Journal: | European Journal of Marketing
2007 : VOL. 41:11/12 p. 1359-1374 |
| Index terms: | consumer behaviour pricing |
| Freeterms: | payments |
| Language: | eng |
| Abstract: | In this study the authors compare the two methods of eliciting consumers´ willingness-to-pay. (WTP.) The two methods studied (LCA and VA) are compared in terms of their applicability and validity in high and low involvement situations. The authors conduct an empirical study and collect data through online interviews conducted in Germany. The authors found that there are differences with the two methods depending on the method used and level of involvement of the situation. The authors found that Vickrey auction performs better in low involvement level situations, however with high level situations they couldn't find distinct results on which method is better. |
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