Business Research

, Volume 6, Issue 2, pp 154–171

Measuring Willingness to Pay by Means of the Trade-off between Free Available Cash and Specific-Purpose Vouchers


    • Center for Customer InsightUniversity of St. Gallen
  • Silke Lennerts
    • Center for Customer InsightUniversity of St. Gallen
Open AccessArticle

DOI: 10.1007/BF03342747

Cite this article as:
Lieven, T. & Lennerts, S. Bus Res (2013) 6: 154. doi:10.1007/BF03342747


Primarily because of the hypothetical character of interview situations, respondents are often unable to state their true willingness to pay (WTP). This inability results in the so-called hypothetical bias. To address this bias, incentive-compatible methods have been proposed, but such methods are applicable only to real products. We propose a new method for measuring WTP based on disposable cash and specificpurpose vouchers that are earmarked for particular goods that, contrary to incentive-compatible methods, can be used for hypothetical products and services that are less affected by the hypothetical bias. Empirical studies show that the new procedure provides WTP results that are equal to the results of alternative incentive-compatible elicitation procedures, such as the Vickrey auction and the Becker-DeGroot-Marschak (BDM) procedure.




willingness to payhypothetical biasincentive compatibilitystated preferences
Download to read the full article text

Copyright information

© The Author(s) 2013

This article is published under license to BioMed Central Ltd. Open AccessThis article is distributed under the terms of the Creative Commons Attribution License which permits any use, distribution, and reproduction in any medium, provided the original author(s) and the source are credited.