Name-your-own-price as participative pricing strategy: a review of the literature from 2001-2017

• Published in: Journal of strategic marketing Vol. 28; no. 7; pp. 583 - 600
• Main Authors: Wagner, Rafael Luis, Pacheco, Natália Araujo
• Format: Journal Article
• Language: English
• Published: London Routledge 02.10.2020; Taylor & Francis Ltd
• Subjects: marketing strategy; Name-your-own-price; participative pricing; pricing strategy
• ISSN: 0965-254X; 1466-4488
• DOI: 10.1080/0965254X.2019.1569108

Name-your-own-price (NYOP), a pricing strategy often referred to as a reverse auction, is a participative pricing mechanism in which consumers have a relatively high control over the price they pay for a product or service. In an NYOP mechanism, buyers generate the final price of a product or service when they bid above an unrevealed threshold price set by the seller. Although NYOP as a pricing strategy was previously investigated, the literature remains scarce and fragmented. This paper attempts to assemble the relevant findings of this pricing strategy, by systematically reviewing all publications from 2001 to 2017. We explored the impacts of this mechanism for companies and consumers, such as increased profit for companies and higher savings for consumers, reduced competition for companies and increased satisfaction for consumers. We also highlighed the best practices of NYOP, such as the bidding practices, threshold price, and willingness to pay.