I am working on a survey study in which I want to measure willingness to pay as a dependent variable. If anyone measured the willingness to pay already or know about the scale. Please help.
Homburg, C., Koschate, N., & Hoyer, W. D. (2005). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of Marketing, 69(2), 84-96.