=+10.7* Everyday Application: To Trade or Not to Trade Pizza Coupons: Exploring the Difference between Willingness to Pay and Willingness to Accept: Suppose you and I are identical in every way, same exogenous income, same tastes over pizza and “other goods.” The only difference between us is that I have a coupon that allows the owner of the coupon to buy as much pizza as he or she wants at 50% off.