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Strategy and response to purchase intention questions

Author

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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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    File URL: http://hdl.handle.net/10.1007/s11002-006-9005-7
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. 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;Deutsche Gesellschaft für Gesundheitsökonomie (DGGÖ), vol. 14(5), pages 739-748, October.
    2. Herbes, Carsten & Friege, Christian & Baldo, Davide & Mueller, Kai-Markus, 2015. "Willingness to pay lip service? Applying a neuroscience-based method to WTP for green electricity," Energy Policy, Elsevier, vol. 87(C), pages 562-572.
    3. repec:eee:joreco:v:39:y:2017:i:c:p:250-257 is not listed on IDEAS
    4. repec:bla:jconsa:v:51:y:2017:i:2:p:312-328 is not listed on IDEAS
    5. 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.
    6. 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.
    7. Atakan Yalcin & Lerzan Aksoy & Timothy L. Keiningham & Bart Larivière & Sunil Mithas & Forrest V. Morgeson III, 2012. "The Satisfaction, Repurchase Intention and Shareholder Value Linkage: A Longitudinal Examination of Fixed and Firm Specific Effects," EcoMod2012 4543, EcoMod.
    8. 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.
    9. 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.

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