This study reports on the potential use of “cheap talk†in hypothetical new product valuation research using a simple field experiment eliciting subjects' willingness to pay for a new product. While cheap talk has been used in the non-market valuation literature, its application in...

This study reports on the potential use of “cheap talk” in hypothetical new product valuation research using a simple field experiment eliciting subjects' willingness to pay for a new product. While cheap talk has been used in the non-market valuation literature, its application in...