Resource title

A Meta analysis of willingness-to-accept and willingness-to-pay disparity

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Previous research reports a wide range of differences between the consumersÂ’ willingness-to-accept (WTA) and willingness-to-pay (WTP) measures of valuation. In order to examine the factors affecting the size of this asymmetry, the authors conducted a meta analysis of the WTA WTP disparity figures reported in literature. In addition to integrating various explanations offered previously, they also investigate the effects of some factors which are not explicitly examined before. They find that a variety of rational-economic reasons, strategic misrepresentation, and psychological reasons contribute to the WTA WTP disparity. The authors offer suggestions for future research in this area.

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en

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application/pdf

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http://flora.insead.edu/fichiersti_wp/inseadwp2001/2001-71.pdf

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Copyright INSEAD. All rights reserved