Despite the growing relevance of digital products in our lives, physical products still carry a huge amount of value and clout. Canvas8 spoke to Rhia Catapano about her research into people’s price valuation and willingness to pay for digital goods, over physical goods.
Rhia Catapano is an assistant professor of marketing at Rotman School of Management at the University of Toronto, whose research focuses on understanding consumer satisfaction and decision-making.
Megan Carnegie is a journalist and editor. She has written for Courier, Time Out, Guardian Weekend, Creative Review, The Telegraph, Evening Standard, and more. Outside of work, she can be found reading, running, and killing off her houseplants.