Advances in Pay-What-You-Want Pricing

Shifting Mindset in Consumer Elective Pricing Silvia Saccardo, University of California- San Diego, USA Charis Li, University of Florida, USA Anya Samek, University of Wisconsin- Madison, USA Ayelet Gneezy, University of California- San Diego, USA Paper #2: Because We're Partners: How Social Va...

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Bibliographic Details
Published inAdvances in Consumer Research Vol. 43; pp. 7 - 11
Main Author Atlas, Stephen A
Format Conference Proceeding
LanguageEnglish
Published Urbana Association for Consumer Research 01.01.2015
Subjects
Consumer behavior
Consumers
Experiments
Influence
Profits
Self interest
United States > US
California
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Summary:Shifting Mindset in Consumer Elective Pricing Silvia Saccardo, University of California- San Diego, USA Charis Li, University of Florida, USA Anya Samek, University of Wisconsin- Madison, USA Ayelet Gneezy, University of California- San Diego, USA Paper #2: Because We're Partners: How Social Values and Relationship Norms Influence Consumer Payments in PayWhat-You-Want Contexts Shelle M. Santana, Harvard University, USA Vicki Morwitz, New York University, USA Paper #3: [...]we predicted consumers would be more likely to pursue maximization of material goals (i.e., paying less) than when cued with a more communal mindset. [...]in experiments 2a/2b the distribution of payments differed between conditions (Exp2a: p=.004; Exp2b: p=.007, Kolmogorov-Smirnov), and were shifted toward amounts smaller than $ 1 (an indication of self-interested behavior) in the PWYW offer (Exp2a: 51% vs. 32%, p=.006; Exp2b: 57% vs. 36%, p=.002, chi2). [...]we investigate the role of identity and image concerns. Since participants paid the seller directly, their behavior could be driven by social image (Andreoni and Bernheim, 2009) or identity concerns (Bénabou and Tirolé, 2006).
ISSN:0098-9258