Yu, Xiaohua; Yan, Binjian; Gao, Zhifeng - In: Agricultural Economics 45 (2014) S1, pp. 119-127
Human behaviors are driven by implicit and explicit motives. Psychologists have developed two main tools, namely time pressure and cognitive load, to disentangle the two motives. This implies values of willingness to pay (WTP) may be sensitive to time pressure and cognitive load levels in...