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According to the constructed preference view, consumer willingness to pay is a context-sensitive construct; that is, a consumer's WTP for a product depends on the concrete decision context. For example, consumers tend to be willing to pay more for a soft drink in a luxury hotel resort in comparison to a beach bar or a local retail store.
The Becker–DeGroot–Marschak method (BDM), named after Gordon M. Becker, Morris H. DeGroot and Jacob Marschak for the 1964 Behavioral Science paper, "Measuring Utility by a Single-Response Sequential Method" is an incentive-compatible procedure used in experimental economics to measure willingness to pay (WTP).
In contrast, the willingness to pay is defined by u ( w 0 − W T P , 0 ) = u ( w 0 , 1 ) . {\displaystyle u(w_{0}-WTP,0)=u(w_{0},1).} That is, the willingness to pay to avoid the adverse change equates the post-change utility, diminished by the presence of the adverse change (on the right side), with utility without the adverse change but with ...
However, the finding that results estimated in "utility space" do not match those estimated in "willingness to pay space", [24] [25] suggests that the confound problem is not solved by this "trick": variances may be attribute specific or some other function of the variables (which would explain the discrepancy). This is a subject of current ...
The embedding effect is an issue in environmental economics and other branches of economics where researchers wish to identify the value of a specific public good using a contingent valuation or willingness-to-pay (WTP) approach. The problem arises because public goods belong to society as a whole, and are generally not traded in the market.
This method shows an emphasis for cost recovery and profit maximisation which tends to result in lower prices in commodities and/or lower quality of goods. [3] This method can be utilized successfully by a business when the following circumstances exist: [6] The firm is a monopoly or has a capable level of control over the pricing market.
Often, a Bergson-Samuelson social welfare function is used and weights are calculated according to the willingness-to-pay of people. [74] [75] Another method is to use percentage willingness to pay, where willingness to pay is measured as a percentage of total income or wealth to control for income. [72]
The aim of the method is to calculate willingness to pay for a constant price facility. The technique was first suggested by the statistician Harold Hotelling in a 1947 letter to the director of the National Park Service of the United States for a method to measure the benefit of National Parks to the public. [1]