Login | Register

Overestimation of others’ willingness to pay – An investigation


Overestimation of others’ willingness to pay – An investigation

Li, Bin (2017) Overestimation of others’ willingness to pay – An investigation. Masters thesis, Concordia University.

[thumbnail of Li_MSC_S2017.pdf]
Text (application/pdf)
Li_MSC_S2017.pdf - Accepted Version
Available under License Spectrum Terms of Access.


This project focuses on consumers’ overestimation of others’ willingness to pay, a topic of theoretical importance as well as managerial importance. Previous research has found that consumers often overestimate others’ willingness to pay, and that this effect can be found in a variety of circumstances. The underlying reasons behind this effect are, however, not well understood. We conducted seven studies to test the leading proposed explanations – namely, perceptions of others’ consumer spending self-control capabilities and perceptions of others’ affluence – and also considered moderating factors such as product type – hedonic/ utilitarian, and ethical/conventional products. Overall, our research contributes to the pricing literature by adding to the limited number of studies that have so far addressed this issue. Our findings replicate some earlier ones, and also provide insight into the mechanism through which overestimation occurs. Pricing practitioners should also benefit from our findings as they will be able to calibrate themselves better so as to minimize overestimation, and generate sales while charging the optimal price in the conduction of an appropriate marketing strategy.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Thesis (Masters)
Authors:Li, Bin
Institution:Concordia University
Degree Name:M. Sc.
Program:Administration (Marketing option)
Date:10 April 2017
Thesis Supervisor(s):Thakor, Mrugank
ID Code:982359
Deposited By: BIN LI
Deposited On:09 Jun 2017 15:42
Last Modified:11 Apr 2019 00:00
All items in Spectrum are protected by copyright, with all rights reserved. The use of items is governed by Spectrum's terms of access.

Repository Staff Only: item control page

Downloads per month over past year

Research related to the current document (at the CORE website)
- Research related to the current document (at the CORE website)
Back to top Back to top