Strategy and response to purchase intention questions
AbstractPurchase 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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Bibliographic InfoArticle provided by Springer in its journal Marketing Letters.
Volume (Year): 18 (2007)
Issue (Month): 1 (June)
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Web page: http://www.springerlink.com/link.asp?id=100312
Strategic behavior; Purchase intention; Survey methods; Willingness-to-pay (WTP);
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