The Effects of Different Types of Information Messages on Perceptions of Price and Stated Willingness-to-Pay

Abstract

The analyses reported here were undertaken on three data sets derived from surveys commissioned to identify likely visitor reaction to proposed large price increases in Texas state parks. One of the goals in each study was to assess the influence of alternate information messages on perceptions of price and stated willingness to pay. The messages used in each study were different, but there were some common themes among them. In two of the three data sets meaningful significant differences were found among responses to the information messages. Results supported, in part, the growing literature confirming the positive impact of cost of service information on raising stated willingness to pay. There was also some support for suggesting that messages relating to reduction of services, and subsidization of one park by visitors to other parks were effective in ameliorating resistance to price.

KEYWORDS:

• State parks
• price
• willingness to pay
• information messages
• cost of service delivery
• public sector