Marketing Letters

, Volume 18, Issue 1, pp 31–44

Strategy and response to purchase intention questions

  • Jayson L. Lusk
  • Leatta McLaughlin
  • Sara R. Jaeger

DOI: 10.1007/s11002-006-9005-7

Cite this article as:
Lusk, J.L., McLaughlin, L. & Jaeger, S.R. Market Lett (2007) 18: 31. doi:10.1007/s11002-006-9005-7


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.


Strategic behaviorPurchase intentionSurvey methodsWillingness-to-pay (WTP)

Copyright information

© Springer Science+Business Media, LLC 2006

Authors and Affiliations

  • Jayson L. Lusk
    • 1
  • Leatta McLaughlin
    • 2
  • Sara R. Jaeger
    • 3
  1. 1.Department of Agricultural EconomicsOklahoma State UniversityStillwaterUSA
  2. 2.Department of Agricultural EconomicsPurdue UniversityWest LafayettUSA
  3. 3.Department of MarketingUniversity of AucklandAucklandNew Zealand