Dr. Jekyll and Mr. Hyde: exploring the roles of the two selves in the WTP-WTA conundrum

• Main Authors: Cheng, Mark Jaychell U., Nuqui,, Bonvin G., Ong, James L., Soliven, Anthony U.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Willingness to pay; Consumer behavior; Consumers > Attitudes; Economics
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/11319
• Institution: De La Salle University

Renowned bodies of research such as Thaler's endowment effect have spurred a new branch of research involving distortions between the theoretical equality of WTP-WTA valuations. These studies have focused on a myriad of external triggers which exert influence over rational consumer behavior as...