Strategy and response to purchase intention questions

Jayson Lusk, Leatta McLaughlin () and Sara Jaeger

Marketing Letters, 2007, vol. 18, issue 1, 44 pages

Abstract: Purchase intention and willingness-to-pay (WTP) questions are often analyzed without considering that a respondent's utility maximizing answer need not correspond to a truthful answer. In this paper, we argue that individuals act, at least partially, in their own self-interest when answering survey questions. Consumers are conceptualized as thinking along two strategic dimensions when asked hypothetical purchase intention and WTP questions: (a) whether their response will influence the future price of a product and (b) whether their response will influence whether a product will actually be offered. Results provide initial evidence that strategic behavior may exist for some goods and some people. Copyright Springer Science+Business Media, LLC 2007

Keywords: Strategic behavior; Purchase intention; Survey methods; Willingness-to-pay (WTP) (search for similar items in EconPapers)
Date: 2007
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DOI: 10.1007/s11002-006-9005-7

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