IDEAS home Printed from
   My bibliography  Save this paper

The strategy of one firm offering a new product with willingness to pay elicited in the lab


  • Stephan Marette

    () (ECO-PUB - Economie Publique - INRA - Institut National de la Recherche Agronomique - AgroParisTech)


This study analyzes the strategy of one firm offering a new product with willingness to pay (WTP) for the usual and new products elicited in the lab. By using WTP from an experiment, surpluses for consumers choosing between the usual and new products are inferred and lead to an estimated demand for the new product. From this demand, the author shows how to estimate the ex ante price of the new product along with the ex ante level of advertising selected by one firm for informing consumers. The socially optimal level of advertising maximizing the welfare is also determined. The previous methodology is applied to two experiments with food. For a same-advertising formula regarding information diffusion to consumers, the estimated levels of advertising highly differ between these two experiments because of different WTP variations linked to the new product.

Suggested Citation

  • Stephan Marette, 2013. "The strategy of one firm offering a new product with willingness to pay elicited in the lab," Post-Print hal-01001116, HAL.
  • Handle: RePEc:hal:journl:hal-01001116
    DOI: 10.1002/agr.21341
    Note: View the original document on HAL open archive server:

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Other versions of this item:


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Marette, Stéphan & Millet, Guy, 2014. "Economic benefits from promoting linseed in the diet of dairy cows for reducing methane emissions and improving milk quality," Food Policy, Elsevier, vol. 46(C), pages 140-149.

    More about this item


    stratégie de firmes; profit; économie;


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01001116. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (CCSD). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.