Sci-Hub | How Should Consumers’ Willingness to Pay Be Measured? An Empirical Comparison of State-of-the-Art Approaches. Journal of Marketing Research, 48(1), 172–184

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Miller, K. M., Hofstetter, R., Krohmer, H., & Zhang, Z. J. (2011). How Should Consumers’ Willingness to Pay Be Measured? An Empirical Comparison of State-of-the-Art Approaches. Journal of Marketing Research, 48(1), 172–184. doi:10.1509/jmkr.48.1.172

10.1509/jmkr.48.1.172