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Measuring consumers' willingness to pay at the point of purchase

Wertenbroch, Klaus and Skiera, Bernd 2002, Measuring consumers' willingness to pay at the point of purchase, Journal of marketing research, vol. 39, no. 2, pp. 228-241, doi: 10.1509/jmkr.39.2.228.19086.

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Title Measuring consumers' willingness to pay at the point of purchase
Author(s) Wertenbroch, Klaus
Skiera, BerndORCID iD for Skiera, Bernd orcid.org/0000-0001-9285-2013
Journal name Journal of marketing research
Volume number 39
Issue number 2
Start page 228
End page 241
Total pages 14
Publisher American Marketing Association
Place of publication Chicago, Ill.
Publication date 2002-05
ISSN 0022-2437
Keyword(s) willingness to pay
point of purchase
estimation
pricing
measurement
Language eng
DOI 10.1509/jmkr.39.2.228.19086
Field of Research 1505 Marketing
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2002, [AMA]
Persistent URL http://hdl.handle.net/10536/DRO/DU:30099320

Document type: Journal Article
Collection: Department of Marketing
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