Marine Le Gall-Ely

Présentation La revue Management international / International Management / Gestiòn Internacional est une publication universitaire indépendante. MI p…

Differentiated prices, bundling, web auctions: firms' pricing practices are evolving. When there is no market, or for customized pricing, the willingness-to-pay concept seems to be interesting. This article aims at presenting a synthesis of the marketing research stream relative to willingness to pay. First, a definition of the concept is given and compared to other similar concepts, notably reference price and acceptable price. The methods of measurement are then presented, compared to those used to measure elasticity and examined. Next, the research on external determinants of willingness to pay is outlined. Finally, numerous avenues for further research are proposed.

What perceptions do the French public have of free admission to museums and monuments, both as visitors and non-visitors? What are the consequences of such perceptions on individuals' interpretations, their projects for visiting and behavior patterns vis-à-vis museums and monuments? This research attempts to answer these questions by multiangulation, combining various methods of data production and analysis. The results show that free admission alters the public's perceptions of museums and monuments, making it a secondary consideration in planning and implementing a visit, and that the experience of a free visit can spark a learning process that results in the appropriation of a free admission scheme. Our conclusions primarily focus on the need to enhance the public's involvement in the visit and explain the reasons for free admission.