The effect of the number of additional options for vehicles on consumers’ willingness to pay
Abstract
Recent consumer behavior research highlights the concern that too many options cause consumers to feel burdened by selection, and hence, reduce their purchasing intention. Existing research focus on the amount of product and information present on product packaging Therefore, in this study, the effects of the number of addition options in the Japanese automobile industry, on the willingness to pay (WTP) were examined, using a randomized...
Paper Details
Title
The effect of the number of additional options for vehicles on consumers’ willingness to pay
Published Date
Jan 1, 2020
Journal
Volume
176
Pages
1540 - 1547
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