手法を比較

	支払意思額の推定	ヴァン・ウェストンドルプ価格感受性メーター
分野	マーケティング	マーケティング
系統	Process / pipeline	Process / pipeline
提唱年	1998	1993
提唱者	Klaus Wertenbroch and Bernd Skiera	Peter D. van Westendorp
種類	Price research methodology	Price perception measurement method
原典	Wertenbroch, K., & Skiera, B. (1998). Measuring Consumers' Willingness to Pay at the Point of Purchase. Journal of Marketing Research, 35(4), 460-469.	Van Westendorp, P. (1993). Price Perception Analysis. An Application to the International Car Market. International Journal of Research in Marketing, 10(2), 157-165.
別名	Price Elasticity Analysis, Valuation Estimation, Monetary Value Elicitation	Price Sensitivity Meter, PSM, Van Westendorp Method
関連	5	5
概要	Willingness-to-Pay (WTP) estimation encompasses methods for quantifying the maximum price consumers are willing to pay for a product, service, or feature. Developed through advances in marketing research and behavioral economics, WTP estimation helps organizations set optimal prices, allocate marketing budgets, value product features, and understand customer value perception.	The Van Westendorp Price Sensitivity Meter is a market research method developed by Peter van Westendorp in 1993 for assessing consumer price perception and estimating willingness-to-pay ranges without directly asking customers their maximum price. The method uses four simple questions about price acceptability, yielding estimates of optimal price, acceptable price range, and price perception zones.