Well-designed and executed experiments prove cause-and-effect relationships. The ability
to draw causal conclusions is critical to knowledge development in any field of research. In …

Consumers' willingness to pay (WTP) is highly relevant to managers and academics, and
the various direct and indirect methods used to measure it vary in their accuracy, defined as …

This paper examines attention checks and manipulation validations to detect inattentive
respondents in primary empirical data collection. These prima facie attention checks range …

Gross domestic product (GDP) and derived metrics such as productivity have been central to
our understanding of economic progress and well-being. In principle, changes in consumer …

This paper follows the review of empirical evidence on the existence of hypothetical bias
(HB) in choice experiments (CEs) presented in Part I of this study. It observes how the …

Firms collect an increasing amount of consumer feedback in the form of unstructured
consumer reviews. These reviews contain text about consumer experiences with products …

Methodology used in sensory and consumer research has changed rapidly over the past
several decades, and consumer research is now frequently executed online. This comes …

With high-immersive virtual reality (VR) systems approaching mass markets, companies are
seeking to better understand how consumers behave when shopping in VR. A key feature of …

Companies have the opportunity to better engage potential customers by presenting
products to them in a highly immersive virtual reality (VR) shopping environment. However …

The notion of hypothetical bias (HB) constitutes, arguably, the most fundamental issue in
relation to the use of hypothetical survey methods. Whether or to what extent choices of …