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Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias

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Cited by:

  1. Ohlwein, Martin, 2022. "Same but different - The effect of the unit of measure on the valuation of a unit price," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
  2. Cynthia I. Escobedo del Bosque & Achim Spiller & Antje Risius, 2021. "Who Wants Chicken? Uncovering Consumer Preferences for Produce of Alternative Chicken Product Methods," Sustainability, MDPI, vol. 13(5), pages 1-21, February.
  3. Meng Zhao & Xueqi Zhang & Chenxing Wang & Yu Zhao & Gang Wu, 2021. "Research on Residents’ Willingness to Pay for Promoting the Green Development of Resource-Based Cities: A Case Study in Chifeng," Sustainability, MDPI, vol. 13(5), pages 1-24, March.
  4. Frauke Becker & Karen Gedenk, 2020. "Optimale nichtlineare Tarife auf zweiseitigen Medien-Märkten [Optimal Nonlinear Pricing in Two-Sided Media Markets]," Schmalenbach Journal of Business Research, Springer, vol. 72(4), pages 423-445, December.
  5. Verena Sablotny-Wackershauser & Marcel Lichters & Daniel Guhl & Paul Bengart & Bodo Vogt, 2024. "Crossing incentive alignment and adaptive designs in choice-based conjoint: A fruitful endeavor," Journal of the Academy of Marketing Science, Springer, vol. 52(3), pages 610-633, May.
  6. Imam Salehudin & Frank Alpert, 2024. "Perceived aggressive monetization: why some mobile gamers won’t spend any money on in-app purchases," Electronic Commerce Research, Springer, vol. 24(3), pages 1997-2019, September.
  7. Zuzanna Klos-Adamkiewicz, 2024. "Willingness to Pay for Ecological Public Transport- Theoretical Approach," European Research Studies Journal, European Research Studies Journal, vol. 0(Special B), pages 738-749.
  8. Haghani, Milad & Bliemer, Michiel C.J. & Rose, John M. & Oppewal, Harmen & Lancsar, Emily, 2021. "Hypothetical bias in stated choice experiments: Part II. Conceptualisation of external validity, sources and explanations of bias and effectiveness of mitigation methods," Journal of choice modelling, Elsevier, vol. 41(C).
  9. Hajiheydari, Nastaran & Delgosha, Mohammad Soltani & Saheb, Tahereh, 2025. "AI in medical diagnosis: A contextualised study of patient motivations and concerns," Social Science & Medicine, Elsevier, vol. 371(C).
  10. Dimitris Georgarakos & Kwang Hwan Kim & Oliver Coibion & Myungkyu Shim & Myunghwan Andrew Lee & Yuriy Gorodnichenko & Geoff Kenny & Seowoo Han & Michael Weber, 2025. "How Costly Are Business Cycle Volatility And Inflation? A Vox Populi Approach," Working papers 2025rwp-241, Yonsei University, Yonsei Economics Research Institute.
  11. Lim, Xin-Jean & Cheah, Jun-Hwa & Ngo, Liem Viet & Chan, Kara & Ting, Hiram, 2023. "How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
  12. Jasmin Ebert & Peter Winzer, 2024. "Demand for 5G from residential customers in Germany: a quantitative online survey using the Van Westendorp method," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 23(5), pages 489-495, October.
  13. Vieira, Valter Afonso & Rafael, Diego Nogueira & Agnihotri, Raj, 2022. "Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values," Journal of Business Research, Elsevier, vol. 151(C), pages 170-184.
  14. Adrián Castro-López & Victor Iglesias & Javier Puente, 2021. "Slow Fashion Trends: Are Consumers Willing to Change Their Shopping Behavior to Become More Sustainable?," Sustainability, MDPI, vol. 13(24), pages 1-11, December.
  15. Wei, Xuan & Khachatryan, Hayk, 2023. "How consequential is policy consequentiality? Evidence from online discrete choice experiment with ornamental plants," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 107(C).
  16. Nadeem, Waqar & Alimamy, Saifeddin & Ashraf, Abdul Rehman, 2023. "Navigating through difficult times with ethical marketing: Assessing consumers' willingness-to-pay in the sharing economy," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
  17. Benjamin, Emmanuel O. & Hall, Daniel & Sauer, Johannes & Buchenrieder, Gertrud, 2022. "Are carbon pricing policies on a path to failure in resource-dependent economies? A willingness-to-pay case study of Canada," Energy Policy, Elsevier, vol. 162(C).
  18. John Hulland & Mark B. Houston, 2020. "Why systematic review papers and meta-analyses matter: an introduction to the special issue on generalizations in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 351-359, May.
  19. Yun Ran & Yun Zeng & Yucheng Dong & Stuart X. Zhu & Meng Wu, 2024. "Optimizing pricing and ordering strategies for new products in the presence of consumers with pre-purchase beliefs," Annals of Operations Research, Springer, vol. 337(1), pages 313-342, June.
  20. Yefan Nian & Zhifeng Gao & Ruojin Zhao, 2023. "Are people's daily life habits consistent with their preference for food sustainability labels?," Agribusiness, John Wiley & Sons, Ltd., vol. 39(3), pages 589-622, July.
  21. Owais Khan & Andreas Hinterhuber, 2025. "Personality traits and willingness to pay for sustainability in supply chains," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 24(1), pages 3-11, February.
  22. Mankaï, Selim & Marchand, Sébastien & Le, Ngoc Ha, 2024. "Valuing insurance against small probability risks: A meta-analysis," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 109(C).
  23. Thorsten Hennig-Thurau & Dorothea N. Aliman & Alina M. Herting & Gerrit P. Cziehso & Marc Linder & Raoul V. Kübler, 2023. "Social interactions in the metaverse: Framework, initial evidence, and research roadmap," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 889-913, July.
  24. Gong, Yanping & Huang, Rong & Chen, Zhuo & Liu, Yongdan & Tan, Yuxuan, 2025. "Are assertive messages more effective in live marketing? Matching effects of anchor type and message assertiveness on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
  25. Jerrod Penn & Wuyang Hu, 2023. "Adjusting and Calibrating Elicited Values Based on Follow-up Certainty Questions: A Meta-analysis," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 84(4), pages 919-946, April.
  26. Müller, Steffen & Heim, Nina & Matthys, Stefan, 2022. "Was sind Kunden zu zahlen bereit? - Ein Vergleich der Open-Ended-, Gabor-Granger- und Van-Westendorp-Methode," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 39(1), pages 10-15.
  27. Anne Hamby & Cristel Russell, 2022. "How does ambivalence affect young consumers’ response to risky products?," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 841-863, July.
  28. Mandler, Timo & Sezen, Burcu & Chen, Jieke & Özsomer, Ayşegül, 2021. "Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda," Journal of Business Research, Elsevier, vol. 125(C), pages 416-435.
  29. Morone, Piergiuseppe & Caferra, Rocco & D'Adamo, Idiano & Falcone, Pasquale Marcello & Imbert, Enrica & Morone, Andrea, 2021. "Consumer willingness to pay for bio-based products: Do certifications matter?," International Journal of Production Economics, Elsevier, vol. 240(C).
  30. Jiang, Qi & Penn, Jerrod & Hu, Wuyang, 2022. "Real payment priming to reduce potential hypothetical bias," Journal of choice modelling, Elsevier, vol. 45(C).
  31. Hofstetter, Reto & Miller, Klaus M. & Krohmer, Harley & Zhang, Z. John, 2021. "A de-biased direct question approach to measuring consumers' willingness to pay," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 70-84.
  32. Mobin Fatma & Imran Khan, 2024. "Brand authenticity and consumers’ willingness to pay a premium price (WPP): The mediating role of brand identification," Journal of Brand Management, Palgrave Macmillan, vol. 31(5), pages 469-481, September.
  33. Boyce, Mckenzie, 2024. "Willingness to pay for broadband: A case study of Wisconsin," Telecommunications Policy, Elsevier, vol. 48(10).
  34. Animashaun, Jubril & Awogbemi, Kofoworola A & Karim, Ramota O & Emediegwu, Lotanna E, 2024. "Improving willingness-to-pay studies for traditional food products in developing countries: Evidence using repeated experiments," African Journal of Agricultural and Resource Economics, African Association of Agricultural Economists, vol. 19(01), March.
  35. Peng Vincent Zhang & Seoyoung Kim & Anindita Chakravarty, 2023. "Influence of pull marketing actions on marketing action effectiveness of multichannel firms: A meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 310-333, March.
  36. Janez Dolšak & Nevenka Hrovatin & Jelena Zorić, 2020. "Analysing Consumer Preferences, Characteristics, and Behaviour to Identify Energy-Efficient Consumers," Sustainability, MDPI, vol. 12(23), pages 1-19, November.
  37. Florian Bottner & Viktoria Jansesberger & Markus Ohndorf & Gabriele Spilker & Robert Steiger, 2025. "What the new loss and damage fund needs for public approval: choice experimental evidence from Austria," Climatic Change, Springer, vol. 178(1), pages 1-24, January.
  38. Hoffmann, Roman & Kanitsar, Georg & Seifert, Marcel, 2024. "Behavioral barriers impede pro-environmental decision-making: Experimental evidence from incentivized laboratory and vignette studies," Ecological Economics, Elsevier, vol. 225(C).
  39. Gadekar, Mahesh & Brandão, Amélia, 2025. "Consumers' perceptions of proximity to plastic pollution and support for environmentally friendly retail brands: An emerging market perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 83(C).
  40. van Doorn, Jenny & Risselada, Hans & Verhoef, Peter C., 2021. "Does sustainability sell? The impact of sustainability claims on the success of national brands’ new product introductions," Journal of Business Research, Elsevier, vol. 137(C), pages 182-193.
  41. Trompeta, Maria-Angeliki & Karantinou, Kalipso & Koritos, Christos & Bijmolt, Tammo H.A., 2022. "A meta-analysis of the effects of music in tourism and hospitality settings," Journal of Business Research, Elsevier, vol. 138(C), pages 130-145.
  42. Ebad Allah Jahanabadi & Seyed Nematolla Mousavi & Mohammad Hashem Moosavihaghighi & Mohammad Reza Eslami, 2024. "Consumers’ willingness to pay for antibiotic-free chicken meat: application of contingent valuation method," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(10), pages 25151-25172, October.
  43. Enrique Muñoz-Ulecia & Alberto Bernués & Daniel Ondé & Maurizio Ramanzin & Mario Soliño & Enrico Sturaro & Daniel Martín-Collado, 2022. "People’s attitudes towards the agrifood system influence the value of ecosystem services of mountain agroecosystems," PLOS ONE, Public Library of Science, vol. 17(5), pages 1-17, May.
  44. Muñoz-Muñoz, E. & Crespo-Cebada, E. & Mirón-Sanguino, A.S. & Díaz-Caro, C., 2025. "Investors personality correlates with sustainability preferences in investment – A choice experiment with Spanish investors," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 114(C).
  45. Konrád Kiss & Csaba Ruszkai & Antónia Szűcs & Gábor Koncz, 2020. "Examining the Role of Local Products in Rural Development in the Light of Consumer Preferences—Results of a Consumer Survey from Hungary," Sustainability, MDPI, vol. 12(13), pages 1-24, July.
  46. George Thomas, 2022. "Corporate Social Responsibility as a Sustainable Business Practice: A Study among Generation Z Customers of Indian Luxury Hotels," Sustainability, MDPI, vol. 14(24), pages 1-13, December.
  47. Schmidt, Jonas & Steiner, Michael & Krafft, Manfred & Eckel, Nadine & Dahl, Darren W., 2024. "Hitting the bullseye: Accurately measuring willingness to pay for innovations with open and closed direct questions," International Journal of Research in Marketing, Elsevier, vol. 41(2), pages 383-402.
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