The two primary approaches to estimate marginal willingness-to-pay (MWTP) are hedonic (Rosen, 1974) and discrete choice models (McFadden, 1974). This paper provides a tractable framework to investigate the relationship between MWTP in these models. By deriving the hedonic price gradient implicitly from the share function in the discrete choice model, I present an analytical mapping between the ...

This paper examines the role of affect in marketing positioning strategy and individual positioning judgements. We examine affect in both the marketing and positioning literatures and argue that vestiges of the dual mind perspective are alive and well in positioning. Viewing ‘thinking’ and ‘feeling’ as entirely separate (as in utilitarian vs. hedonic product distinctions) runs counter to advanc...

Online shopping value involving perceived utilitarian value and perceived hedonic value affect consumer behaviour intention. Studies on the effects of Web site characteristics on online group buying behavior through online shopping value are scant. Thus, this study investigates the effects of information richness and navigation of GROUPON Taiwan Web site characteristics on online group buying i...

Entropy Methods for Identifying Hedonic Models This paper contributes to the literature on hedonic models in two ways. First, it makes use of Queyranne’s reformulation of a hedonic model in the discrete case as a network flow problem in order to provide a proof of existence and integrality of a hedonic equilibrium and efficient computational techniques of hedonic prices. Second, elaborating on ...

Why do chronic dieters often violate their dieting goals? One possibility is that they experience stronger hedonic responses to tempting food than normal eaters do. We scrutinized hedonic processing in dieters and normal eaters (a) by manipulating food preexposure and (b) by assessing both immediate and delayed hedonic responses to tempting food with an adapted affect-misattribution procedure. ...

There is a tremendous growth of online group-buying (OGB) in recent years. Under the intensive market competition, customer’s revisit behavior is essential for OGB websites to survive. Drawing upon the shopping value perspective, this paper identifies the unique features of OGB and investigates the impacts of these features on customer shopping value and revisit behaviors. A theoretical model w...

This study establishes a theoretical framework and provides empirical evidence related to the motivations and benefits sought by store-loyal customers. From a theoretical perspective, the proposed framework distinguishes utilitarian benefits, such as monetary and time savings, from hedonic benefits, such as shopping enjoyment, inno-vativeness and impulsiveness. From a methodological perspective...

Recent reforms in the Turkish electricity sector since 2001 aim to introduce a tariff system that reflects costs. This is expected to affect the production and consumer prices of electricity. The changes in electricity prices are then reflected in production costs in other segments of the economy. Subsequently, producer and consumer prices will be affected. The potential impact of the changes i...