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Journal cover: Journal of Consumer Marketing

Journal of Consumer Marketing

ISSN: 0736-3761

Online from: 1984

Subject Area: Marketing

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Measuring psychographics to assess purchase intention and willingness to pay


Document Information:
Title:Measuring psychographics to assess purchase intention and willingness to pay
Author(s):Nelson Barber, (Department of Hospitality Management, University of New Hampshire, Durham, New Hampshire, USA), Pei-Jou Kuo, (Department of Hospitality Management, University of New Hampshire, Durham, New Hampshire, USA), Melissa Bishop, (Department of Hospitality Management, University of New Hampshire, Durham, New Hampshire, USA), Raymond Goodman Jr, (Department of Hospitality Management, University of New Hampshire, Durham, New Hampshire, USA)
Citation:Nelson Barber, Pei-Jou Kuo, Melissa Bishop, Raymond Goodman Jr, (2012) "Measuring psychographics to assess purchase intention and willingness to pay", Journal of Consumer Marketing, Vol. 29 Iss: 4, pp.280 - 292
Keywords:Consumer behaviour, Market segmentation, Psychographics, Purchase intention, Sustainable, Willingness to pay
Article type:Research paper
DOI:10.1108/07363761211237353 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Abstract:

Purpose – Marketing managers routinely use purchase intentions data to make strategic decisions concerning both new and existing products and the marketing programs that support them. Yet, the indication from empirical investigations regarding the link between respondents' stated intentions and their actual behavior is not as clear. Predicting which consumer will purchase an environmentally friendly product, the research remains split, particularly when it comes to perceived “trade-offs” between the environmental benefits, quality, and cost. In this regard, previous research has fallen short in examining consumers' actual purchase behavior versus self-reported purchase intentions. This paper seeks to address these issues.

Design/methodology/approach – This study measured consumer psychographics and expressed purchase intention to predict actual purchase behavior using an online survey and the Vickrey auction method.

Findings – The results show that respondents expressing a high intention to purchase environmentally friendly wines also reported strong attitudes and values toward the environment. However, the gap between stated willingness to pay and the actual price paid was wide.

Research limitations/implications – The study was restricted to the investigation of one type of product. The model should be tested with a number of products that are purchased on a regular basis.

Practical implications – Given the wide disparity between stated willingness to pay and actual price paid for those expressing high purchase intentions, marketing should use caution when assessing this targeted group for new product launches and potential price changes.

Originality/value – This study assessed the same cohort using a survey and auction experiment to relate consumer values and purchase intentions with actual behavior.



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