Publications
Publications
- Journal of Marketing Research (JMR)
The Discriminating Consumer: Product Proliferation and Willingness to Pay for Quality
By: Marco Bertini, Luc Wathieu and Sheena Iyengar
Citation
Bertini, Marco, Luc Wathieu, and Sheena Iyengar. "The Discriminating Consumer: Product Proliferation and Willingness to Pay for Quality." Journal of Marketing Research (JMR) 49, no. 1 (February 2012): 39–49.