Problem ;Traditional approaches to measure consumers' WTP involve the use of questionnaires or methods based on choice modelling techniques. However, these state-of-the-art methods rely heavily on a subject's capability of introspection and verbalization of her sensations. Experimental psychology shows that, particularly when applied to market research, the aforementioned competencies are widely overestimated.; Solution ;Method (10) of measuring the willingness of a subject (12) to pay for a given commodity or service (14),characterized insuccessively presenting the subject (12) with various hypothetical prices (16) of the commodity or service (14),upon presenting each price (16), recording the time-locked brain response elicited in the subject (12) by the price (16), andinferring from the price-induced time-locked brain responses the willingness-to-pay (18) and a prediction of the demand curve.
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