Feedback Survey Tell Us How We Did When dollars don't make sense: When and why "reasonable" willingness-to-pay leads researchers astray Led by: Alice Moon, Assistant Professor of Operations, Information and Decisions, The Wharton School Marketing researchers often rely on willingness-to-pay (WTP; the highest amount a consumer states that they would…Read More When dollars don’t make sense: When and why “reasonable” willingness- to-pay leads researchers astray
Feedback Survey Tell Us How We Did When dollars don't make sense: When and why "reasonable" willingness-to-pay leads researchers astray Led by: Alice Moon, Assistant Professor of Operations, Information and Decisions, The Wharton School Marketing researchers often rely on willingness-to-pay (WTP; the highest amount a consumer states that they would…Read More 
