Strategy and response to purchase intention questions
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- Lusk, J.L., McLaughlin, L. & Jaeger, S.R. Market Lett (2007) 18: 31. doi:10.1007/s11002-006-9005-7
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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.