The research specifically measures willingness to pay in joint presentation – independent evaluation scenarios to assess differences in how functionality, aesthetics, and sustainability impact willingness to pay.
Chitturi, R. (2018), "Design, Emotions, and Willingness to Pay", Innovation and Strategy (Review of Marketing Research, Vol. 15), Emerald Publishing Limited, pp. 205-228. https://doi.org/10.1108/S1548-643520180000015010Download as .RIS
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