Appropriateness of WTP Measurement Approaches: A Cross-cultural Perspective

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Focusing on consumer characteristics and national cultures, this dissertation investigates the effectiveness of various willingness-to-pay (WTP) gauging methods. It reveals that indirect elicitation methods are more effective for Chinese consumers, while direct methods work better for Swiss consumers. The findings suggest that cultural context influences these preferences, with Chinese consumers favoring indirect communication due to their high-context culture, contrasting with the direct communication style of the low-context Swiss culture.