How Marketers Measure “Willingness to Pay” Is Flawed—Now There’s a Better Way
At the grocery store, a customer may be willing to pay $18 for a bottle of Riesling when comparing it to a $15 bottle of Chardonnay. However, if that customer learns that the Chardonnay is on sale for $12, they may not be willing to pay $18 for the Riesling. Another customer may only be … ادامه