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Contribution Details
| Type | Journal Article |
| Scope | Discipline-based scholarship |
| Title | Pay-what-you-want - a new participative pricing mechanism |
| Organization Unit | |
| Authors |
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| Item Subtype | Original Work |
| Refereed | Yes |
| Status | Published in final form |
| Language |
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| Journal Title | Journal of Marketing |
| Publisher | American Marketing Association |
| Geographical Reach | international |
| ISSN | 0022-2429 |
| Volume | 73 |
| Number | 1 |
| Page Range | 44 - 58 |
| Date | 2009 |
| Abstract Text | Pay what you want (PWYW) is a new participative pricing mechanism in which consumers have maximum control over the price they pay. Previous research has suggested that participative pricing increases consumers' intent to purchase. However, sellers using PWYW face the risk that consumers will exploit their control and pay nothing at all or a price below the seller's costs. In three field studies, the authors find that prices paid are significantly greater than zero. They analyze factors that influence prices paid and show that PWYW can even lead to an increase in seller revenues. |
| Digital Object Identifier | 10.1509/jmkg.73.1.44 |
| Other Identification Number | merlin-id:14196 |
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