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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 value that a consumer gives to a good or service, can then be defined as their willingness to pay for it (in monetary terms) or the amount of time and resources they would be willing to give up for it. [2] For example, a painting may be priced at a higher cost than the price of a canvas and paints. If set using the value-based approach, its ...
Then the willingness to accept is defined by (+,) = (,). [3] That is, the willingness to accept payment in order to put up with the adverse change equates the pre-change utility (on the right side) with the post-change utility, including compensation. In contrast, the willingness to pay is defined by
Consumer surplus is the difference between the maximum price a consumer is willing to pay and the actual price they do pay. If a consumer is willing to pay more for a unit of a good than the current asking price, they are getting more benefit from the purchased product than they would if the price was their maximum willingness to pay.
Economists such as Tim Harford in The Undercover Economist have argued that this is a form of price discrimination: by providing a choice between a regular and premium product, consumers are being asked to reveal their degree of price sensitivity (or willingness to pay) for comparable products. Similar techniques are used in pricing business ...
An example of mental accounting is people's willingness to pay more for goods when using credit cards than if they are paying with cash. [1] This phenomenon is referred to as payment decoupling. Mental accounting (or psychological accounting ) is a model of consumer behaviour developed by Richard Thaler that attempts to describe the process ...
In economics, a reservation (or reserve) price is a limit on the price of a good or a service.On the demand side, it is the highest price that a buyer is willing to pay; on the supply side, it is the lowest price a seller is willing to accept for a good or service.
For the 80th acre, her marginal willingness to pay has decreased down to zero. Figure 2: Tom's marginal willingness to pay. Figure 2 shows Tom's marginal willingness to pay for a public park. Unlike Sarah, for the first acre of park he is willing to pay $40, and for the 40th acre of park he has a marginal willingness to pay of $20.