Definition, Measurement and Determinants of the Consumer's Willingness to Pay: a Critical Synthesis and Directions for Further Research

Marine Le Gall-Ely ()
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Marine Le Gall-Ely: ICI - Laboratoire Information, Coordination, Incitations - UEB - Université européenne de Bretagne - European University of Brittany - UBO - Université de Brest - Télécom Bretagne - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest

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Abstract: Differentiated prices, bundling, Web auctions : firms' pricing practices are evolving. When there is no market or for customised pricing, the willingness-to-pay concept seems to be interesting. This article aims at presenting a synthesis of the marketing research stream relative to willingness to pay. First, a definition of the concept is given and compared to other similar concepts, notably reference price and acceptable price. Then the methods of measurement are presented, compared to those used to measure elasticity and criticized. Furthermore, the research on external determinants of willingness to pay is commented. Finally, numerous directions for further research are proposed.

Keywords: willingness to pay; price elasticity; reference price; acceptable price; conjoint analysis; contingent valuation; Vickrey auctions; BDM lottery; prices (search for similar items in EconPapers)
Date: 2009-06-01
Note: View the original document on HAL open archive server: https://hal.science/hal-00522828
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Citations: View citations in EconPapers (18)

Published in Recherche et Applications en Marketing (French Edition), 2009, 24 (2), pp.91-113

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