论文标题
一种偏见的直接问题方法，用于衡量消费者付款的意愿
A De-biased Direct Question Approach to Measuring Consumers' Willingness to Pay
论文作者
论文摘要
了解消费者支付意愿（WTP）的知识是盈利价格设定的先决条件。为了衡量消费者的WTP，从业人员通常依靠一种直接的单个问题方法，在该方法中，要求消费者明确陈述其产品的WTP。尽管它在从业者中流行，但已发现这种方法遭受了假设的偏见。在本文中，我们提出了一种严格的方法，以提高直接单个问题方法的准确性。具体而言，我们系统地评估了与直接单个问题方法相关的假设偏见，并探索了消除偏见的方法。我们的结果表明，通过使用我们提出的偏见程序，我们可以生成一种偏见的直接单个问题方法，该方法足以对管理决策有用。在本文中，我们通过两项研究来验证这种方法。
Knowledge of consumers' willingness to pay (WTP) is a prerequisite to profitable price-setting. To gauge consumers' WTP, practitioners often rely on a direct single question approach in which consumers are asked to explicitly state their WTP for a product. Despite its popularity among practitioners, this approach has been found to suffer from hypothetical bias. In this paper, we propose a rigorous method that improves the accuracy of the direct single question approach. Specifically, we systematically assess the hypothetical biases associated with the direct single question approach and explore ways to de-bias it. Our results show that by using the de-biasing procedures we propose, we can generate a de-biased direct single question approach that is accu-rate enough to be useful for managerial decision-making. We validate this approach with two studies in this paper.
