Estimating Demand for Subscription Products: Identification of Willingness to Pay Without Price Variation

We obtain consumer willingness to pay for subscription product lacking price variation by leveraging the usage and subscription choice variation.

• 저널Marketing Science · 43(4) · 797–816
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2021.0426
• 저자Cheng Chou, Vineet Kumar