Estimation of Willingness-to-Pay : Theory, Measurement, Application

To determine the willingness-to-pay (WTP) for products and/or services from a customer perspective is crucial for modern approaches to pricing.With the Price Estimation scene (PE scene) Christoph Breidert introduces a new method to estimate WTP. It works as an additional interview scene appended to conjoint analysis and offers the respondents a dynamically generated sequence of product choices with assigned prices.