Tarification différenciée, bouquets de services et offre groupée de produits, enchères sur Internet: les pratiques de prix des entreprises évoluent. Lorsque le marché n'existe pas ou quand les prix sont individualisés, le concept de consentement à payer du consommateur retient l'attention. Cet article vise à présenter une synthèse critique des recherches en marketing sur le consentement à payer. Une définition en est donnée et comparée à celles de concepts proches, prix de référence et prix acceptables notamment. Les méthodes de mesure du concept sont ensuite présentées, comparées à celles de L'élasticité prix et critiquées, puis les travaux relatifs aux déterminants externes du consentement à payer sont commentés. Enfin, de nombreuses voies de recherche ouvertes par ces travaux sont proposées.
AdamD. (1958), Les réactions du consommateur devant les prix — contribution aux études de comportement, Paris, SEDES.
2.
AdavalR.MonroeK.B. (1995), The moderating effects of learning goals and the acquisition of product information on the limits of price acceptability, Advances in Consumer Research, 22, 1, 225–229.
3.
AndréaniJ.-C. (1997), Méthodologie des tests de prix: un état de l'art, Revue Française du Marketing, 161, 1, 21–47.
4.
AurierP.EvrardY.N'GoalaG. (2004), Comprendre et mesurer la valeur du point de vue du consommateur, Recherche et Applications en Marketing, 19, 3, 1–20.
5.
BaltasG.DoyleP. (2001), Random utility models in marketing research: a survey, Journal of Business Research, 51, 2, 115–125.
BeardenW.O.KaicherA.de BorreroM. SmithUrbanyJ.E. (1992), Examining alternative operational measures of internal reference prices, Advances in Consumer Research, 19, 2, Provo, Utah, Association for Consumer Research, 629–635.
8.
BeckerG.M.DeGrootM.H.MarschakJ. (1964), Measuring utility by a single-response sequential method, Behavioral Science, 9, 3, 226–232.
9.
Ben-AkivaM.LermanS.R. (1985), Discrete choice analysis: theory and application to travel demand, Cambridge, MA: The MIT Press.
10.
BlackhausK.WilkenR.VoethM.SichtmannC. (2005), An empirical comparison of methods to measure willingness to pay by examining the hypothetical bias, International Journal of Market Research, 47, 5, 543–562.
11.
BlochA.ManceauD. (2000), De l'idée au marché: innovation et lancement de produits, Paris, Vuibert.
12.
CameronT.A.JamesM.D. (1987), Estimating willingness to pay from survey data: an alternative pre-test-market evaluation procedure, Journal of Marketing Research, 24, 4, 389–395.
13.
CarmonZ.SimonsonI. (2001), Price-quality trade-offs in choice versus matching: new insights into the prominent effect, Journal of Consumer Psychology, 7, 4, 323–343.
14.
ChanT.Y.KadiyaliV.ParkY.-H. (2007), Willingness to pay and competition in online auctions, Journal of Marketing Research, 44, 2, 324–333.
15.
ChandrashekaranR. (2001), The implications of individual differences in reference price utilization for designing effective price communications, Journal of Business Research, 53, 2, 85–91.
16.
ChandrashekaranR.JagpalH. (1995), Is there a well-defined reference price?Advances in Consumer Research, 22, 1, 230–235.
17.
ChenH.A.NgS.RaoA.R. (2005), Cultural differences in consumer impatience, Journal of Marketing Research, 42, 3, 291–301.
18.
ChungJ.RaoV.R. (2003), A general choice model for bundles with multiple-category products: application to market segmentation and pricing for bundles, Journal of Marketing Research, 40, 2, 115–30.
19.
CoppingerV.M.SmithV.L.TitusJ.A. (1980), Incentives and behavior in English, Dutch and sealed-bid auctions, Economic Enquiry, 18, 1, 1–22.
20.
CornelissenM.BackhausK.EisenbeissM.WilkenR. (2007), How do customer-specific characteristics influence the relationship between customer satisfaction and willingness to pay ?, Actes de la 36e Conférence EMAC, Reykjavik University, mai.
21.
CoxJ.C.RobertsonB.SmithV.L. (1982), Theory and behavior of single-object auctions, in SmithV.L. (coord.), Research in experimental economics, vol. 2, Greenwich, JAI Press, 1–43.
22.
CummingsR.G.TaylorL.O. (1999), Unbiased value estimates for environmental goods: cheap talk design for the contingent valuation method, The American Economic Review, 89, 3, 649–665.
23.
CummingsR.G.HarrisonG.W.RutströmE.E. (1995), Homegrown values and hypothetical surveys: is dichotomous choice approach incentive-compatible?, The American Economic Review, 85, 1, 60–266.
24.
DavenportH.J. (1902), Proposed modifications in Austrian theory and terminology, Quarterly Journal of Economics, 16, 3, 355–84.
25.
DerbaixM.SiningagliaN.ZiddaP. (2003), Le consentement à payer: étude de ses déterminants dans le domaine des soins de santé, Actes du 20e Congrès international de l'Association Française du Marketing, Tunis.
DesmetP.HendaouiF. (2000), La relation prix-qualité dans l'automobile: comparaison de méthodes d'estimation des prix hédoniques, Revue Française du Marketing, 178, 4/5, 167–179.
28.
DesmetP.ZollingerM. (1997), Le prix, de l'analyse conceptuelle aux méthodes de fixation, Paris, Economica.
29.
DietschM.Bayle-TourtoulouA.-S.KrémerF. (2000), Les déterminants de l'élasticité prix des marques, Recherche et Applications Marketing, 15, 3, 43–53.
DorfmanR.SteinerP.O. (1954), Optimal advertising and optimal quality, The American Economic Review, 44, 5, 826–836.
32.
DouW. (2004), Will Internet users pay for online content?, Journal of Advertising Research, 44, 4, 349–359.
33.
FeinbergR.A. (1986), Credit cards as spending facilitating stimuli: a conditioning interpretation, Journal of Consumer Research, 13, 3, 384–356.
34.
FrykblomP. (1997), Hypothetical question modes and real willingness to pay, Journal of Environmental Economics and Management, 34, 3, 275–287.
35.
FrykblomP. (2000), Willingness to pay and the choice of the question format: experimental results, Applied Economics Letters, 7, 10, 665–667.
36.
GaborA.GrangerC.W.J. (1961), On the price consciousness of consumers, Applied Statistics, 10, 3, 170–188.
37.
GaborA.GrangerC.W.J. (1964), Price sensitivity of the consumer, Journal of Advertising Research, 4, 4, 40–44.
38.
GoldbergS.M.GreenP.E.WindY. (1984), Conjoint analysis of price premiums for hotel amenities,Journal of Business57 (1, part. 2), S111–S132.
39.
GreenP.E.SrinivasanV. (1990), Conjoint analysis in marketing: new developments with implications for research and practice, Journal of Marketing, 54, 4, 3–19.
40.
HamelinJ. (2000), Le prix de référence: un concept polymorphe, Recherche et Applications Marketing, 15, 3, 75–88.
41.
HanS.GuptaS.LehmannD.R. (2001), Consumer price sensitivity and price thresholds, Journal of Retailing, 77, 4, 435–456.
42.
HarrisonG.W.RutströmE.E. (2002), Experimental evidence of hypothetical bias in value elicitation methods, in PlottC.R.SmithV.L. (coord.), Handbook of results in experimental economics, 752–767.
43.
HoffmanE.MenkhausD.J.ChakravartiD.FieldR.A.WhippleG.D. (1993), Using laboratory experimental auctions in marketing research: a case study of new packaging for fresh beef, Marketing Science, 12, 3, 318–338.
44.
HomburgC.KoschateN.HoyerW.D. (2005), Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay, Journal of Marketing, 69, 2, 84–96.
45.
HorskyD. (1984), Comments on conjoint analysis of price premiums for hotel amenities,Journal of Business57 (1, part. 2), S139–S147.
46.
HuberK.HerrmannA.WrickeM. (2001), Customer satisfaction as an antecedent of price acceptance: results of an empirical study, Journal of Product and Brand Management, 10, 3, 160–169.
JenningsW.P.JenningsP.R. (2000), Risk, the willingness-to-pay and the value of a human life, Journal of Insurance Issues, 23, 2, 180–184.
50.
JiangP. (2002), Exploring consumers' willingness to pay for online customisation and its marketing outcomes, Journal of Targeting, Measurement and Analysis for Marketing, 11, 2, 168–183.
51.
KaasK.P.RuprechtH. (2006), Are Vickrey auction and the BDM mechanism really incentive compatible? Empirical results and optimal bidding strategies in cases of uncertain willingness to pay, Smalenbach Business Review, 58, 1, 37–55.
52.
KagelJ.H. (1995), Auctions: a survey of experimental research, in KagelJ.H.RothA.E. (coord.), The handbook of experimental economics, Princeton University Press, 501–585.
53.
KagelJ.H.LevinD. (1993), Independent private value auctions: bidder behavior in first-, second- and third- price auctions with varying numbers of bidders, Economic Journal, 103, 868–79.
54.
KagelJ.H.HarstadR.M.LevinD. (1987), Information impact and allocation rules in auctions with affiliated private values: a laboratory study, Econometrica, 55, 6, 1275–1304.
55.
KalishS.NelsonP. (1991), A comparison of ranking, rating and reservation price measurement in conjoint analysis, Marketing Letters, 2, 4, 327–335.
56.
KalyanaramG.LittleJ.D. (1994), An empirical analysis of latitude of price acceptance in consumer package goods, Journal of Consumer Research, 21, 3, 408–418.
57.
KealyM.J.TurnerR.W. (1993), Testing of equality of contingent valuation questions, Environmental and Resource Economics, 75, 2, 321–31.
58.
KohliR.MahajanV. (1991), A reservation-price model for optimal pricing of multiattribute products in conjoint analysis, Journal of Marketing Research, 28, 3, 347–354.
59.
KosenkoR.RahtzD. (1988), Buyer market price knowledge influence on acceptable price range and price limits, Advances in Consumer Research, 15, 1, 328–333.
60.
KrishnaA. (1991), Effect of dealing patterns on consumer perception of deal frequency and willingness to pay, Journal of Marketing Research, 28, 4, 441–51.
61.
KrishnaA.BrieschR.LehmannD.YuanH. (2002), A meta-analysis of the effect of price presentation on perceived savings, Journal of Retailing, 78, 2, 101–118.
62.
KrishnaA.WagnerM.YoonC. (2006), Effects of extreme-priced products on consumer reservation prices, Journal of Consumer Psychology, 16, 2, 176–190.
63.
KristensenH.GärlingT. (1997), Determinants of buyers' aspiration an reservation price, Journal of Economic Psychology, 18, 5, 487–503.
64.
LambinJ.-JNaertA.BultezA. (1975), Optimal marketing behavior in oligopoly, European Economic Review, 6, 2, 105–128.
65.
LambinJ.-J. (1970), Modèles et programmes de marketing, Paris: Presses Universitaires de France.
66.
LambinJ.-J. (1998) Le marketing stratégique. Du marketing à l'orientation — marché (4e édition), Paris, Ediscience International.
67.
LambrechtA.SkieraB. (2006), Paying too much and being happy about it: existence, causes and consequences of tariff-choice biases, Journal of Marketing Research, 43, 2, 212–223.
68.
LambrechtA.SeimK.SkieraB. (2007), Does uncertainty matter? Consumer behavior under three-part tariffs, Marketing Science, 26, 5, 698–710.
69.
LaytonD.F. (2000), Random coefficients models for stated preference surveys, Journal of Environmental Economics and Management, 40, 1, 21–36.
70.
Le GallM. (2000), Contribution à l'évaluation monétaire de biens et services sans référent de marché: les apports combinés de la méthode de l'évaluation contingente et de l'analyse des mesures conjointes, Thèse de doctorat en sciences de gestion, Université de Rennes 1.
71.
Le Gall-ElyM.HeuzéL. (2008), Critique des méthodes de l'évaluation contingente et de l'analyse conjointe: application au cas du test de prix d'un concept de service innovant dans le secteur du logement social, Décisions Marketing, 49, 7–17.
72.
Le Gall-ElyM.UrbainC.GombaultA.BourgeonD.PetrC. (2007), Une étude exploratoire des représentations de la gratuité et de ses effets sur le comportement des publics des musées et des monuments, Recherche et Applications en Marketing, 22, 2, 23–38.
73.
Le Nagard-AssayagE.ManceauD. (2005), Marketing des produits nouveaux. De la création au lancement, Paris, Dunod.
74.
LeeflangP.S.H.WittinkD.R.WedelM.NaertP.A. (2000), Building models for marketing decisions, Boston, Kluwer Academic Publishers.
75.
LichtensteinD.R.BlochP.H.BlackW.C. (1988), Correlates of price acceptability, Journal of Consumer Research, 15, 2, 243–252.
76.
LoomisJ.BrownT.LuceroB.PetersonG. (1997), Evaluating the validity of dichotomous choice question format in contingent valuation, Environmental and Resource Economics, 10, 2, 109–123.
77.
McAfeeR.P.McMillanJ. (1987), Auctions and bidding, Journal of Economic Literature, 25, juin, 699–738.
78.
HortmanS. McCurtleyAllawayA.MasonJ.B.RaspJ. (1990), Multisegment analysis of supermarket patronage, Journal of Business Research, 21, 3, 209–223.
79.
MerleA. (2007), La valeur perçue de la customisation de masse: proposition et test d'un modèle conceptuel intégrateur, Thèse de doctorat en sciences de gestion, IAE d'Aix-en-Provence.
80.
MitchellR.C.CarsonR.T. (1989), Using surveys to value public goods: the contingent valuation method, Washington DC, Resources for the Future.
81.
MonroeK.B. (1979), Pricing: making profitable decisions, New York, McGraw-Hill.
82.
MonroeK.B.KrishnanR. (1985), The effects of price on subjective product evaluations, in JacobyJ.OlsonJ.-C. (coord.), Perceived quality: how consumers view stores and merchandise, Lexington, MA, Lexington Books, 209–232.
83.
NeillH.CummingsR.G.GandertonP.T.HarrisonG.W.McGuckinT. (1994), Hypothetical surveys, provision rules and real economics commitments, Land Economics, 70, 2, 145–154.
84.
NiesS.NatterM. (2007), Private label willingness to pay — A sequential tobit model approach, Actes de la 36e Conférence EMAC, Reyjkavik University, mai.
85.
NoussairC.RobinS.RuffieuxB. (2004), Revealing consumers' willingness to pay: a comparison of the BDM mechanism and the Vickrey auction, Journal of Economic Psychology, 25, 6, 725–741.
86.
NunesJ. (2000), A cognitive model of people's usage estimations, Journal of Marketing Research, 37, 4, 397–409.
87.
NunesJ.C.BoatwrightP. (2004), Incidental prices and their effect on willingness to pay, Journal of Marketing Research, 41, 4, 457–466.
88.
OliverR.L. (1980), A cognitive model of the antecedents and consequences of satisfaction decisions, Journal of Marketing Research, 17, 4, 460–469.
89.
OliverR.L. (1997), Satisfaction: a behavioral perspective on the consumer, Boston, McGraw-Hill.
90.
PalmatierR.W.ScheerL.K.SteenkampJ.B. (2007), Customer loyalty to whom? Managing the benefits and risk of salesperson-owned loyalty, Journal of Marketing Research, 44, 2, 185–199.
91.
PlichonV. (1998), La nécessité d'intégrer les états affectifs à l'explication du processus de satisfaction du consommateur, in SaportaB.TrinquecosteJ.-F. (coord.), Actes de la Conférence de l'Association Française du Marketing, 14, 1, Bordeaux, IAE, 671–694.
92.
PosavacS.S. (2001), Overbidding in value elicitation: when consumers report inflated reservation prices, and what to do about it, Journal of Consumer Psychology, 11, 2, 87–97.
93.
PrelecD.SimesterD. (2001), Always leave home without it: a further investigation of the credit-card effect on willingness to pay, Marketing Letters, 12, 1, 5–12.
94.
RaoR.A.SiebenW.A. (1992), The effect of prior knowledge on price acceptability and the type of information examined, Journal of Marketing Research, 19, 2, 256–270.
95.
RutströmE.E. (1998), Home-grown values and incentive compatible design, International Journal of Game Theory, 27, 3, 427–441.
96.
SapedeC.GirodI. (2002), Willingness of adults in Europe to pay for a new vaccine: the application of discrete choice-based conjoint analysis, International Journal of Market Research, 44, 4, 463–491.
97.
SevdalisN.HarveyN. (2006), Determinants of willingness to pay in separate and joint evaluations of options: context matters, Journal of Economic Psychology, 27, 3, 377–385.
98.
SherifC. (1963), Social categorization as a function of latitude of acceptance and series range, Journal of Abnormal and Social Psychology, 67, 2, 148–156.
99.
SherifC.HovlandC. (1961), Social judgement: assimilation and contrast effects in communication and attitude change, New Haven, CT, Yale University Press.
100.
ShogrenJ.F.KooC.MargolisM.ListJ.A. (2001), A random nth-price auction, Journal of Economic Behavior and Organization, 46, 4, 409–421.
101.
SimonH.SpeckmannV. (1995), Le prix, souci numéro un du marketing, Décisions Marketing, 6, 7–10.
102.
SorensonS.B. (2003), Funding public health: the public's willingness to pay for domestic violence prevention programming, American Journal of Public Health, 93, 11, 1934–1938.
103.
StoetzelJ. (1954), Le prix comme limite, in RaynaudP.L. (coord.), La psychologie économique, Paris, Marcel Rivière et Cie.
104.
StremerschS.TellisG.J. (2002), Strategic bundling of products and prices: a new synthesis for marketing, Journal of Marketing, 66, 1, 55–72.
ThompsonE.BergerM.BlomquistG.AllenS. (2002), Valuing the arts: a contingent valuation approach, Journal of Cultural Economics, 26, 2, 87–113.
108.
VanhammeJ. (2002), La satisfaction des consommateurs spécifique à une transaction: définition, antécédents, mesures et modes, Recherche et Applications en Marketing, 17, 2, 55–85.
109.
VickreyW. (1961), Counter speculation, auctions and competitive sealed tenders, Journal of Finance, 16, 1, 8–37.
110.
VloskyR.P.OzanneL.K.FontenotR.J. (1999), A conceptual model of US consumer willingness-to-pay for environmentally certified wood products, Journal of Consumer Marketing, 16, 2, 122–140.
111.
VölcknerF. (2006), An empirical comparison of methods for measuring consumers' willingness to pay, Marketing Letters, 17, 2, 137–149.
112.
WangT.VenkateshR.ChatterjeeR. (2007), Reservation price as a range: an incentive-compatible measurement approach, Journal of Marketing Research, 64, 2, 200–213.
113.
WertenbrochK.SkieraB. (2002), Measuring consumer willingness to pay at the point of purchase, Journal of Marketing Research, 39, 2, 228–241.
114.
WinerR.S. (1986), A reference price model of brand choice for frequently purchased products, Journal of Consumer Research, 13, 2, 250–256.
115.
YooS.-H. (2004), South Koreans' willingness to pay for Korean unification, Applied Economics Letters, 11, 1, 15–19.
116.
ZeithamlV.A. (1988), Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence, Journal of Marketing, 52, 3, 2–22.
117.
ZollingerM. (1993), Le concept de prix de référence dans le comportement du consommateur: d'une revue de la littérature à l'élaboration d'un modèle prix de référence — acceptabilité, Recherche et Applications en Marketing, 8, 2, 61–77.
118.
ZollingerM. (1995), Le prix de référence interne. Existence et images, Décisions Marketing, 6, 89–101.
119.
ZollingerM. (2004), Le jugement comparatif de prix par le consommateur, Recherche et Applications en Marketing, 19, 2, 73–97.
