I am planning to run an experiment to test assumptions of intimacy on willingness-to-pay and attitudes toward used products. In the experiment, I will use a prime to elicit different states. Moreover, there is a possible moderating effect that I am especially interested in. I believe this moderating effect to manifest depending on the product type in question.
Is there a way to directly compare willingness-to-pay and attitudes for two types of products (bed vs. table) as they have many different characteristics (e.g., different price point)?
I plan to investigate the WTP as a mean of percentages of retail price. Is it possible to leave out the retail price and simply compare the WTP percentages of what respondents anticipate they would pay for a used product (compared to a new one)?
Any tips on how to compare effects on the different product categories?
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