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How should consumers' willingness to pay be measured? 

, In: Journal of marketing research / American Marketing Association
an empirical comparison of state-of-the-art approaches 
Miller, Klaus Matthias ; Hofstetter, Reto ; Krohmer, Harley.. (2011)  1 - p. 172-184
Exemplar:  Zentrale: z bwl 419 jc/085; Zentrale:Magazin Zs fb 4085