2014
DOI: 10.5539/ijms.v6n3p1
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The Z-Effect: Why Good Is Good, but Better Is Better

Abstract: Most preference construction research studies the response mode of choice. While such research is important, relatively little preference construction research has addressed the implications of constructing willingness to pay. Understanding willingness to pay is important for pricing because choice does not necessarily produce the same results or insights as willingness to pay. This research begins to extend the current literature on the construction of willingness to payby investigating how it is influenced b… Show more

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References 59 publications
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