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Keywords: Psychological price
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Journal Articles
Journal of Product & Brand Management (2016) 25 (7): 676–686.
Published: 21 November 2016
.... WTP and price sensitivity are greater for multiple than for unique questions. By crossing two dimensions (nature of the question and number of responses), four methods emerge for comparison (Table I). Also referred to as the psychological price method (Stoetzel, 1969), open-ended...
