This paper outlines several approaches used to construct measures of willingness to pay (WTP) for product attributes. We argue that measures based on consumer nomination require an unrealistic task and/or inconsistent with ...

This paper examines how difficulty in evaluation affects the role of features in consumer choice. Hsee¿s (1996) work on evaluability of attributes suggests that hard-to-evaluate features become more (less) important in ...

This paper proposes a new conceptual framework to understand word of mouth communication. It shifts the focus away from the present emphasis on the receiver and their acquisition of information, to highlight the role of ...

Museums face similar challenges to those encountered by managers of fast-moving consumer goods. For instance, both must determine what things (factors) attract consumers (visitors) to their products (museums). Several ...