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Reto Hofstetter
Title
Prof. Dr.
Last Name
Hofstetter
First name
Reto
Email
reto.hofstetter@unisg.ch
Google Scholar
Now showing
1 - 10 of 10
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PublicationHow Should Consumers' Willingness to Pay Be Measured? An Empirical Comparison of State-of-the-Art Approaches(American Marketing Association, 2011-02)
;Miller, Klaus ;Krohmer, HarleyZhang, JohnThis study compares the performance of four commonly used approaches to measure consumers' willingness to pay with real purchase data (REAL): the open-ended (OE) question format; choice-based conjoint (CBC) analysis; Becker, DeGroot, and Marschak's (BDM) incentive-compatible mechanism; and incentive-aligned choice-based conjoint (ICBC) analysis. With this five-in-one approach, the authors test the relative strengths of the four measurement methods, using REAL as the benchmark, on the basis of statistical criteria and decision-relevant metrics. The results indicate that the BDM and ICBC approaches can pass statistical and decision-oriented tests. The authors find that respondents are more price sensitive in incentive-aligned settings than in non-incentive-aligned settings and the REAL setting. Furthermore, they find a large number of "none" choices under ICBC than under hypothetical conjoint analysis. This study uncovers an intriguing possibility: Even when the OE format and CBC analysis generate hypothetical bias, they may still lead to the right demand curves and right pricing decisions.Type: journal articleJournal: Journal Of Marketing ResearchVolume: 48Issue: 1Scopus© Citations 303 -
PublicationImproving the Direct Estimation of Demand by Adjusting for Incorrect Price-Statements, Proceedings of the 38th EMAC Conference( 2009-05-26)
;Blatter, David ;Miller, KlausKrohmer, HarleyType: conference paper -
PublicationWho Should We Ask When Measuring Consumers' Willingness to Pay for Product Innovations?, Proceedings of the AMA 2009 Summer Educators' Conference(Curran Associates, Inc., 2009-08-07)
;Miller, Klaus Matthias ;Krohmer, Harley ;Zhang, Z. John ;Kamins, MichaelMartin, Ingrid M.Type: conference paper -
PublicationWho Should We Ask When Measuring Consumers' Willingness to Pay for Product Innovations?, Proceedings of the 38th EMAC Conference( 2009-05-26)
;Miller, Klaus ;Krohmer, HarleyZhang, JohnType: conference paper -
PublicationHow Should We Measure Consumers' Willingness to Pay? An Empirical Comparison of State-of-the-Art Approaches, Proceedings of the AMA 2009 Summer Educators' Conference(Curran Associates, Inc., 2009-01-01)
;Miller, Klaus ;Krohmer, Harley ;Kamins, MichaelMartin, Ingrid M.Type: conference paper -
PublicationHow Should We Measure Consumers' Willingness to Pay? An Empirical Comparison of State-of-the-Art Approaches, Proceedings of the 38th EMAC Conference( 2009-05-26)
;Miller, Klaus ;Krohmer, HarleyZhang, JohnType: conference paper -
PublicationType: conference paperJournal: AMA Educators ProceedingsVolume: Volume 19
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PublicationThe Importance of Consumer Ethnocentrism for International Marketing: Conceptual Discussion and Results of a Cross-Cultural Study, Proceedings of the 36th EMAC Conference( 2007-05-22)
;Krohmer, Harley ;Leschnikowski, KatjaType: conference paper -
PublicationMeasuring Consumers' Willingness to Pay with the Contingent Valuation Approach, Proceedings of the AMA 2006 Summer Marketing Educators' Conference(Curran Associates, Inc., 2006-08-04)
;Krohmer, Harley ;Miller, KlausGrewal, D.Type: conference paperVolume: Vol. 17 -
PublicationEliciting Consumers' Willingness to Pay with Self- Explicated Approaches: Conceptual Discussion and Empirical Study, Proceedings of the 35th EMAC Conference( 2006-05-26)
;Miller, Klaus ;Krohmer, HarleyType: conference paper