Buying behaviors when similar products are available under pay-what-you-want and posted price conditions: Field-experimental evidence

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• 作者：Torsten J. Gerpott ; ^{torsten.gerpott@uni-due.de} ; Christina Schneider¹ ; ^{christina.schneider@uni-due.de}
• 关键词：Pay-what-you-want ; Pricing methods ; Posted prices ; Voluntary payments ; Social norms ; Cognitive effort ; Buying behavior ; Field-experimental research
• 刊名：Journal of Behavioral and Experimental Economics
• 出版年：2016
• 出版时间：December 2016
• 年：2016
• 卷：65
• 期：Complete
• 页码：135-145
• 全文大小：923 K
• 卷排序：65

文摘

Explores customer reactions to a PWYW offer when a similar posted price product is available. Conducts a two-condition between-person field experiment with a total of 288 customers buying sweat treats. Finds that customer share opting in favor of a product among all buyers is not significantly influenced by the pricing mechanism. Reports associations between choice of a PWYW offer and product- and pricing-related attitudes of customers.