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Strategy and response to purchase intention questions

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Author Info

  • Jayson Lusk

    ()

  • Leatta McLaughlin

    ()

  • Sara Jaeger

    ()

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

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File URL: http://hdl.handle.net/10.1007/s11002-006-9005-7
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Bibliographic Info

Article provided by Springer in its journal Marketing Letters.

Volume (Year): 18 (2007)
Issue (Month): 1 (June)
Pages: 31-44

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Handle: RePEc:kap:mktlet:v:18:y:2007:i:1:p:31-44

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Web page: http://www.springerlink.com/link.asp?id=100312

Related research

Keywords: Strategic behavior; Purchase intention; Survey methods; Willingness-to-pay (WTP);

References

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  1. Jayson Lusk & T Schroeder, 2004. "Are choice experiments incentive compatible? A test with quality differentiated beef steaks," Artefactual Field Experiments 00096, The Field Experiments Website.
  2. Kamel Jedidi & Sharan Jagpal & Puneet Manchanda, 2003. "Measuring Heterogeneous Reservation Prices for Product Bundles," Marketing Science, INFORMS, vol. 22(1), pages 107-130, July.
  3. Fisher, Robert J, 1993. " Social Desirability Bias and the Validity of Indirect Questioning," Journal of Consumer Research, University of Chicago Press, vol. 20(2), pages 303-15, September.
  4. Carson, Richard T & Flores, Nicholas A, 2000. "Contingent Valuation: Controversies and Evidence," University of California at San Diego, Economics Working Paper Series qt75k752s7, Department of Economics, UC San Diego.
  5. Laura O. Taylor & Ronald G. Cummings, 1999. "Unbiased Value Estimates for Environmental Goods: A Cheap Talk Design for the Contingent Valuation Method," American Economic Review, American Economic Association, vol. 89(3), pages 649-665, June.
  6. Lusk,Jayson L. & Shogren,Jason F., 2007. "Experimental Auctions," Cambridge Books, Cambridge University Press, number 9780521855167, April.
  7. Elizabeth Hoffman & Dale J. Menkhaus & Dipankar Chakravarti & Ray A. Field & Glen D. Whipple, 1993. "Using Laboratory Experimental Auctions in Marketing Research: A Case Study of New Packaging for Fresh Beef," Marketing Science, INFORMS, vol. 12(3), pages 318-338.
  8. Zaichkowsky, Judith Lynne, 1985. " Measuring the Involvement Construct," Journal of Consumer Research, University of Chicago Press, vol. 12(3), pages 341-52, December.
  9. Mittal, Banwari & Lee, Myung-Soo, 1989. "A causal model of consumer involvement," Journal of Economic Psychology, Elsevier, vol. 10(3), pages 363-389, November.
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Citations

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Cited by:
  1. Craig A. Bond & Dawn Thilmany & Jennifer Keeling Bond, 2008. "Understanding consumer interest in product and process-based attributes for fresh produce," Agribusiness, John Wiley & Sons, Ltd., vol. 24(2), pages 231-252.
  2. Koert Van Ittersum, 2012. "The effect of decision makers’ time perspective on intention–behavior consistency," Marketing Letters, Springer, vol. 23(1), pages 263-277, March.
  3. Trine Kjær & Mickael Bech & Christian Kronborg & Morten Mørkbak, 2013. "Public preferences for establishing nephrology facilities in Greenland: estimating willingness-to-pay using a discrete choice experiment," The European Journal of Health Economics, Springer, vol. 14(5), pages 739-748, October.
  4. Erik Maier & Robert Wilken & Helmut Schneider & Gülpınar Kelemci Schneider, 2012. "In the mood to buy? Understanding the interplay of mood regulation and congruence in an international context," Marketing Letters, Springer, vol. 23(4), pages 1005-1018, December.

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