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Strategy and response to purchase intention questions

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  • 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

Suggested Citation

  • Jayson Lusk & Leatta McLaughlin & Sara Jaeger, 2007. "Strategy and response to purchase intention questions," Marketing Letters, Springer, vol. 18(1), pages 31-44, June.
    • Handle: RePEc:kap:mktlet:v:18:y:2007:i:1:p:31-44
    DOI: 10.1007/s11002-006-9005-7
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    16. Mergenthaler, Marcus & Schröter, Iris, 2020. "Institutionelle Grenzen und Perspektiven bei der ökonomischen Bewertung und der Bereitstellung von Tierwohl," 60th Annual Conference, Halle/ Saale, Germany, September 23-25, 2020 305598, German Association of Agricultural Economists (GEWISOLA).
    17. Stephane Bergeron & Maurice Doyon & Laurent Muller, 2019. "Strategic response: A key to understand how cheap talk works," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 67(1), pages 75-83, March.
    18. 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.
    19. Xie, Lusi & Adamowicz, Wiktor & Kecinski, Maik & Fooks, Jacob R., 2022. "Using economic experiments to assess the validity of stated preference contingent behavior responses," Journal of Environmental Economics and Management, Elsevier, vol. 114(C).
    20. Alló, Maria & Loureiro, Maria L., 2014. "The role of social norms on preferences towards climate change policies: A meta-analysis," Energy Policy, Elsevier, vol. 73(C), pages 563-574.
    21. Mergenthaler, Marcus & Schröter, Iris, 2020. "Institutionelle Grenzen und Perspektiven bei der ökonomischen Bewertung und der Bereitstellung von Tierwohl," 60th Annual Conference, Halle/ Saale, Germany, September 23-25, 2020 305598, German Association of Agricultural Economists (GEWISOLA).

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