Also one thing that occurs to me. One real problem with a question of "would you pay $x for ___" is that it is usually way to abstract. It's not just a judgem

Also one thing that occurs to me. One real problem with a question of "would you pay $x for ___" is that it is usually way to abstract. It's not just a judgement/action gap issue, it's an issue where the individual does not have enough information to even make an informed judgement. BTW, I do often start by asking "would you pay $x for ___ instead of paying $y for ____ or would you pay $y for ___ instead of paying $x for ____?" There is still a judgement/action gap issue there, but in my experience it tends to lead to more interesting discussions about value propositions and the simple yes or no is less interesting than the rest.