B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
72%
72% -- willingness to pay premium for differentiated brand for US consumers (2026)
72% of Americans are willing to pay a premium price for a differentiated brand.
- Secondary citation from a book review quoting Rick Barrera citing Standard & Poor's
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
72%
Unit
Percentage
Data Vintage
2026
Entity
Geography
US
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Standard & Poor's
Primary
Tier C
http://www.stevecurtin.com/whats_steve_reading.htm ↗
Source Article
Steve Curtin
Original Research
Standard & Poor's
· Original study ↗
Methodology
Cited in book review (Overpromise and Overdeliver by Rick Barrera) as attributed to Standard & Poor's; original methodology not stated
Methodology documented
Segmentation
Industrymarketing
RegionUS
RoleAll marketers
Cite this stat
Plain Text
US consumers: 72% willingness to pay premium for differentiated brand. Source: Standard & Poor's (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/americans-pay-premium-differentiated-brand
HTML Embed
<blockquote cite="https://lighthousedata.io/data/americans-pay-premium-differentiated-brand" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>72%</strong> -- willingness to pay premium for differentiated brand for US consumers<br><small>Source: Standard & Poor's (2026) · <a href="https://lighthousedata.io/data/americans-pay-premium-differentiated-brand" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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