Strategy and response to purchase intention questions |
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Authors: | Jayson L. Lusk Leatta McLaughlin Sara R. Jaeger |
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Affiliation: | (1) Department of Agricultural Economics, Oklahoma State University, 411 Ag. Hall, Stillwater, OK 74078, USA;(2) Department of Agricultural Economics, Purdue University, West Lafayett, IN, USA;(3) Department of Marketing, University of Auckland, Auckland, New Zealand |
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Abstract: | Purchase intention and willingness-to-pay (WTP) questions are often analyzed without considering that a respondent's utility maximizing answer need not correspond to a truthful answer. In this paper, we argue that individuals act, at least partially, in their own self-interest when answering survey questions. Consumers are conceptualized as thinking along two strategic dimensions when asked hypothetical purchase intention and WTP questions: (a) whether their response will influence the future price of a product and (b) whether their response will influence whether a product will actually be offered. Results provide initial evidence that strategic behavior may exist for some goods and some people. |
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Keywords: | Strategic behavior Purchase intention Survey methods Willingness-to-pay (WTP) |
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