Midi de la recherche marketing avec Sharlene He
Date 18 septembre 2026
Heure 10h30 à 12h
Lieu Sur place ou en ligne
Salon Hermès (1651)
Pavillon Palasis-Prince, Québec, QC, Canada
Événement gratuit
À propos de
l'événement
Le Département de marketing a le plaisir de vous inviter à une conférence sur la mesure de la disposition à payer (willingness to pay). Venez découvrir la méthode comparative de valorisation (CMV), une nouvelle approche qui prend en compte l’impact direct du contexte et des comparaisons sur vos décisions marketing. Une session incontournable pour réinventer votre vision de la valeur client à travers des cas pratiques et concrets.
La présentation se déroulera en anglais.
Résumé
Understanding and Measuring Willingness to Pay
Consumer researchers use willingness-to-pay (WTP) to demonstrate that treatment effects are economically meaningful. Practitioners rely on WTP to inform marketing decisions such as pricing, innovation, and segmentation. Despite the importance of WTP, the marketing literature lacks a systematic account of how consumers form WTP judgments. The current work introduces a preference–translation framework wherein WTP judgments emerge through two stages: 1) preference formation and 2) monetary translation. We propose that the decision context affects what psychological factors operate at each stage, which in turn shape WTP. This work focuses on one decision context: whether consumers compare a target product against a no-purchase alternative or another product. Further, because this contextual factor varies across measurement methods, we show that the WTP method utilized affects WTP judgments. Specifically, we test this framework and its methodological implications by comparing two WTP elicitation methods: BDM (Becker, DeGroot, and Marschak 1964) and CMV (He, Anderson, and Rucker 2024). Across seven experiments, we demonstrate each method evokes different psychological factors that affect WTP judgments. We discuss implications for other approaches to measuring WTP in consumer research, as well as implications for marketing practice.
