Thesis (M.A.)--Ohio University, June, 2005. / Title from PDF t.p. Includes bibliographical references (p. 52-55)

Thesis (Ph. D.)--University of Iowa, 2007. / Supervisors: Gary J. Russell, Sri Devi Duvvuri. Includes bibliographical references (leaves 106-109).

Business models integrating the internet into their value propositions have demonstrated varying levels of viability. In particular, firms offering information-based products via the internet commonly are unable to generate sufficient revenue and, consequently, experience financial losses. Researchers continue to examine factors which motivate individuals' willingness-to-pay for online content. One factor from the marketing literature which has been argued to affect consumer behavior is social influence. The purpose of this research is to investigate the effect of the three levels of social influence, micro-, meso-, and macro-, on both willingness-to-pay for online content and each other. This is accomplished by examining social influence in the context of online gaming, which has proven to be one of the most successful industries in integrating the internet as a delivery channel for information-based goods. Our results suggested that all levels of social influence play a considerable role in the product valuation process. While micro-level influences, such as attitude, arguably serve as the best predictors of WTP, we found that macro-level social influence, in the form of reputation, played the greatest role in affecting the formation of individual attitudes and behaviors. This was due not only to its direct effect on WTP, but also a consequence of several significant indirect effects. Our hypothesis that an interaction effect occurs between social influences such that their effect on WTP would be "greater than the sum of their parts" was not supported. Nonetheless, our study demonstrates social influence's ability to affect an individual is not a straight forward process. Only examining the relationships between constructs occurring at different levels of social structure does the magnitude of interaction which occurs between them becomes apparent.

How does one estimate the value of an individual's time? One possible way is to estimate how much a person is willing to pay for time savings. The majority of transportation studies have used stated preference surveys to estimate an individual's willingness to pay (WTP) for travel time savings. However, stated preferences approaches are subject to hypothetical bias since they elicit WTP for hypothetical outcomes instead of real outcomes. One study used a revealed preference approach in a natural experiment to elicit WTP for travel time savings but the data was for a non-recurring event, which was not replicable. The purpose of this pilot study is to explore new methods, using procedures from a replicable field experiment, to elicit individual WTP for travel time savings. By using a revealed preference approach in an experimental setting, we address the legitimate concern over hypothetical bias while allowing the experimental methods and resulting data set to be replicated in other settings. The results show that the proposed field experiment is feasible, and that a sample of college students places a value of $22.43 on an hour of time. This estimated value is significantly greater than zero. We also find that individual WTP for travel time savings is significantly larger than the average wage rate, and that this WTP varies significantly across certain demographics. We conclude by reviewing the simplifying assumptions made within the study and offer extensions of how our data set can be replicated in the future for more complete analysis.

This research aimed to apply the theory of environmental benefits valuation to assess the plan of reformation in Zhongtun and Jiangmei village¡¦s wetland. Environmental change affects economy. Therefore, through people¡¦s feedback and tourists¡¦ participation of ecotourism, this paper discussed the economic benefits in transforming Zhongtun and Jiangmei village¡¦s wetland into an eco-garden. Thus, the research adopted the Payment-card method of the Contingent Valuation Method (CVM), categorized under the Non-market Valuation Techniques (NVT), analyzing the economic benefits of eco-tourism¡¦s virtual market at Zhongtun and Jiangmei village. That is, the amount of people¡¦s Willingness to Pay (WTP) was analyzed to discover the project¡¦s multiple values. Further more, by comparing and contrasting people¡¦s background information, people¡¦s data and differences among other facets were discovered. Finally, in responding to the urgent need in tourism development, this paper integrated tourists and residents¡¦ data to discover the amount of WTP. Such research mode provided a tourism benefits assessment of Zhongtun and Jiangmei village¡¦s eco-garden project, and its conclusion supplied some suggestions to government control and also future plans of the eco-garden. There are 236 respondents (including 162 residents and 74 tourists) willing to take the questionnaire survey assuming the correspondence among people¡¦s background information (resident or tourist), attitude and other variables and WTP. After analysis, the result demonstrates that sex and age have little effect on many variables. On the other hand, people¡¦s background (resident or tourist), education level, average income do have obvious influence. However, the both results are valid, showing the principle this research applied is reliable. The CVM results included: 1. People shows positive attitude toward the ten facets of Zhongtun and Jiangmei¡¦s eco-garden tour. 2. The average accommodation rates for visitors willing to pay for Zhongtun and Jiangmei¡¦s eco-tour is 4000 NT dollars. And each year, about 127000000NT/year dollars 3200NT/year dollars donation per person can be expected in total. 3. The average amount of willingness to pay for people to join in an eco-tour is: 400NT dollars for eco-tour; 400NT dollars for fishing village experience; 400NT dollars for farm life experience, 1200NT dollars in total. 4. The potential tourism benefits of Zhongtun and Jiangmei¡¦s eco-garden are about: 79000000NT/24000000NT year for tourists and 55000000NT/9940000NT year for residents,and 7370000NT/1840000NT year for compensation. In the end, this research hoped to tribute some advices to Zhongtun and Jiangmei¡¦s eco-garden¡¦s management, turning ecological resources into financial sources, for Penghu County to be an ecotourism paradise.

AN ABSTRACT OF THE DISSERTATION OF VERNON SWEETIN, for the Doctor of Philosophy degree, DEPARTMENT OF MARKETING, COLLEGE OF BUSINESS ADMINISTRATION, presented on June 23, 2010, at Southern Illinois University at Carbondale. TITLE: WILLINGNESS TO REWARD OR PUNISH BRANDS AS MODERATORS FOR THE BRAND PERSONALITY DIMENSION OF SOCIAL RESPONSIBILITY MAJOR PROFESSOR: Dr. John H. Summey Social responsibility has received empirical support for its addition to the Brand Personality construct. The objectives of this study were first, to compare and contrast attitudinal reactions to varying descriptions of Social Responsibility as a Brand Personality dimension and second, to examine the data for possible moderation effects with the consumers' Willingness to Reward construct and the Willingness to Punish construct, with the latter as a proposed new construct for how consumers' respond to the Brand Dimension, Social Responsibility. The study tested 4 forms of social responsibility in a between-subjects factorial design. The study found that the subjects in the socially responsible condition had a difference in the Willingness to Reward construct when compared to the subjects in the socially irresponsible condition and the control condition. The study's support for the existence of the new moderator Willingness to Punish was found coupled with confirmatory support for Willingness to Reward as a moderator.

No description available.

Title: How the expression “in the bargain” affects the valuation of an item Level: Final assignment for bachelor’s degree in business administration  Author: Pontus Axenfalk and Markus Gustafsson Supervisor: Patrik Sörqvist Date: 2022 - June Aim: The purpose of this study is to investigate the interaction between endowment effect and product bundling. More specifically, we intend to investigate whether the size of the endowment effect in relation to a purchased product becomes larger or smaller depending on whether the product is bundled together with another product at the time of purchase. Method: The study is based on a quantitative research method with a deductive approach. An experiment was conducted where data were collected via two web-based surveys, which through a random sample generated 86 responses (43 per survey). Data were analyzed in SPSS and Microsoft Excel. Results and conclusions: Since the average value of Willingness to Accept is higher than Willingness to Pay in a product bundle in comparison with an individual purchase, the conclusion can be cautiously drawn that according to the descriptive statistics an interaction is formed between endowment effect and product bundling.Contribution of the thesis: The results of the study give us strong indications that product bundling can be used to increase consumers' perceived value of a product, which is knowledge that cannot least be applied by business economists and marketers.Suggestions for future research: We believe that it would be interesting to carry out studies where a large sample is looking for the interaction between endowment effect for the various techniques in product bundling to be able to present a result with statistical certainty more strongly. Key words: Product bundling, Endowment effect, Willingness to pay and Willingness to accept. / Titel: Hur uttrycket ”på köpet” påverkar värderingen av en vara Nivå: Examensarbete på̊ grundnivå̊ (kandidatexamen) i ämnet företagsekonomi Författare: Pontus Axenfalk och Markus Gustafsson Handledare: Patrik Sörqvist  Datum: 2022 - Juni Syfte: Syftet med denna studie är att undersöka interaktionen mellan endowment effect och produktbuntning. Närmare bestämt avser vi att undersöka om storleken på endowment effect i relation till en inköpt produkt blir större eller mindre beroende på huruvida produkten bundlas tillsammans med en annan produkt vid inköpstillfället.  Metod: Studien är baserad på en kvantitativ forskningsmetod med ett deduktivt angreppssätt. Ett experiment genomfördes där data samlades in via två webbaserade enkäter, som genom ett slumpmässigt urval genererade 86 svar (43 per enkät). Data analyserades i SPSS och Microsoft Excel.  Resultat och slutsats: Baserat på att medelvärdet för Willingness to Accept är högre än Willingness to Pay vid en produktbuntning i jämförelse med ett enskilt köp kan slutsatsen försiktigt dras att enligt den deskriptiva statistiken bildas en interaktion mellan endowment effect och produktbuntning. Examensarbetets bidrag: Studiens resultat ger oss starka indikationer på att produktbuntning kan användas för att öka konsumenters upplevda värde av en produkt vilket är kunskap som inte minst går att tillämpa hos företagsekonomer och marknadsförare. Förslag till fortsatt forskning: Med vår studie i bakgrunden anser vi att det vore intressant att genomföra studier där man på ett stort urval letar efter interaktionen mellan endowment effect för de olika tekniker inom produktbuntning för att kunna presentera ett resultat som är statistiskt säkerställt. Nyckelord: Produktbuntning, endowment effect, Willingness to pay och Willingness to accept

Recent medical studies have led cardiologists to revise theories regarding the cause of heart attacks. Rather than a gradual clogging of the arteries, eruption of a vulnerable plaque is thought to be the cause of approximately 75% of all heart attacks. As a result, traditional risk factors are no longer sufficient indicators of who is at risk for a heart attack. Therefore, this research investigates the willingness to pay (WTP) for a new, hypothetical detection (screening) and treatment method for vulnerable plaque. For this study, two survey instruments were developed that take advantage of the visual and interactive aspects of the Internet. Individuals report their perception of heart attack risk both prior to and after receiving new information on who cardiologists currently believe to be at risk for a heart attack. In addition, respondents are provided with information about the effectiveness and risks associated with screening and treatment. Using webbased surveys, which follow a contingent valuation format, an iterative bidding process is used to elicit the respondents WTP for either the screening or treatment method. Internet, on-line surveys are often prone to coverage bias; however, the survey valuing screening (a simple blood test) used a Knowledge Networks panel and resulted in a sample of 268 adults that is essentially representative of the general population. The survey valuing treatment (a more invasive heart catheterization procedure) was administered only to individuals with doctor-diagnosed heart problems, who are presumably more familiar with these types of medical decisions, and resulted in a sample of 295 adults. The mean for screening is $69 and the mean WTP for treatment that is 85% effective is $5,816. A two-part model is used to identify the factors that influence WTP, as well as the decision to receive the screening/treatment. The data suggests that these factors vary across genders. The data obtained for this study demonstrate construct validity; therefore, the results may provide useful information for policy analysis regarding the screening and treatment of heart attack.

Eutrophication caused by nutrient loads from human activities is considered as one of the most serious environmental threats to the Baltic Sea. Due to climate change, cyanobacterial blooms are expected to increase in the future. This could affect people’s utility of beach recreation negatively in countries surrounding the Baltic. Based on a web survey carried out in south-eastern Sweden, public’s reactions and attitudes to cyanobacterial blooms are analysed. Possible economic impact on Gotland of more widespread blooms are estimated, and public demand for better information is evaluated. The result shows that 30% of the respondents from south-eastern Sweden would consider cancelling their plans of travelling to Gotland with knowledge about forthcoming algal blooms around the island. Determinants of tourists’ tendency to cancel their travel arrangements are earlier negative experiences of algal blooms and concerns regarding their pets’ bathing. The annual local economic loss for Gotland’s tourism industry is estimated to between 15 and 221 million SEK. The median willingness to pay for a mobile application which provides one-day forecasts of algal blooms is 25 SEK on Gotland and 20 SEK in southeastern Sweden. Boat owners, people who visit beaches often and those who travel to Gotland frequently, are more likely to pay for the mobile application. People who think algal blooms are natural show less demand for information.