Beyond asking: Exploring the use of automatic price evaluations to implicitly estimate consumers’ willingness-to-pay

Autor: Marcel Brass, Emiel Cracco, Jelle Demanet, Timothy Desmet, Jasper Dezwaef
Přispěvatelé: Business
Jazyk: angličtina
Rok vydání: 2019
Předmět:
Male
Research Validity
Association test
INFORMATION
Computer science
Social Sciences
PRODUCT
Automation
Cognition
Learning and Memory
ASSOCIATION TEST
Econometrics
Psychology
Multidisciplinary
Experimental Design
05 social sciences
Commerce
Research Assessment
Research Design
LIBRARY
Medicine
CONCEPTUAL-FRAMEWORK
Female
Research Article
Science
Cognitive Neuroscience
Decision Making
Context (language use)
Research and Analysis Methods
Business and Economics
Young Adult
Willingness to pay
0502 economics and business
Reaction Time
Humans
Learning
Product (category theory)
VALIDITY
Consumer behaviour
TASK-RULE-CONGRUENCY
Cognitive Psychology
Biology and Life Sciences
Consumer Behavior
Models
Theoretical
CONTEXT
Conceptual framework
FAIRNESS
Cognitive Science
050211 marketing
050203 business & management
Neuroscience
Zdroj: PLoS ONE
PLoS ONE, Vol 14, Iss 7, p e0219251 (2019)
PLOS ONE
ISSN: 1932-6203
Popis: Explicit consumers responses are often adverse for the validity of procedures used to estimate consumers' willingness-to-pay (WTP). This paper investigates if price evaluations occur automatically and to what extent these automatic processes can be used to implicitly estimate consumers' WTP. An adapted version of the task-rule congruency (TRC) paradigm was used in two studies. Results of the first study provided evidence for the notion that prices are automatically evaluated. However, the used procedure had limitations that restricted its utility as an implicit WTP estimate. The procedure was adjusted, and an additional study was conducted. The results of the second study also indicated that prices were evaluated automatically. Additionally, the procedure used during the second study allowed to explore to what extent the observed TRC effects could be used to implicitly estimate consumers' WTP. Taken together, these studies provided evidence for the notion that prices are evaluated automatically. Furthermore, the procedure has the potential to be further developed into an implicit estimate of consumers' WTP.
Databáze: OpenAIRE
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