How Marketers Measure “Willingness to Pay” Is Flawed—Now There’s a Better Way
Go to the Journal of Marketing Eric T. Anderson is Professor of Marketing, Northwestern University, USA. Derek D. Rucker is Professor of Marketing, Northwestern University, USA. منبع Sharlene He is Associate Professor of Marketing, Concordia University, Canada. Context can affect WTP by changing how a customer values a product relative to a comparison or by changing … ادامه