How Marketers Measure "Willingness to Pay" Is Flawed—Now There's a Better Way
The JM Buzz - A podcast by Journal of Marketing
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A new Journal of Marketing study provides an improved methodology for determining willingness to pay by taking context and comparisons into account. Read an in-depth recap of this research here: https://www.ama.org/2023/10/03/how-marketers-measure-willingness-to-pay-is-flawed-now-theres-a-better-way/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231195564 Reference: Sharlene He, Eric T. Anderson, and Derek D. Rucker, “Measuring Willingness to Pay: A Comparative Method of Valuation,” Journal of Marketing. Narrator: Nicole Tai Liu Acknowledgments: Sushma Kambagowni Topics: willingness to pay, research methodology, marketing research The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM
