Exploring the Role of Social Visibility and Goal Framing in PWYW Pricing
Access Status
Open access
Authors
Roy, Rajat
Sharma, Piyush
Rabbanee, Fazlul
Date
2015Type
Conference Paper
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Roy, R. and Sharma, P. and Rabbanee, F. (2015). Exploring the Role of Social Visibility and Goal Framing in PWYW Pricing, in Proceedings of the Asia-Pacific Advances in Consumer Research Conference, Volume 11, pp. 238-239. 2015. Duluth, MN: Association for Consumer Research.
Source Title
Asia-Pacific Advances in Consumer Research 2015: Volume XI: Proceedings
Source Conference
Asia-Pacific Association for Consumer Research Conference 2015
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ISBN
Faculty
Faculty of Business and Law
School
School of Marketing
Collection
Abstract
Pay what you want (PWYW) is an innovative participative pricing mechanism that allows consumers to pay any price (including zero) for a product or service. We contribute to the growing literature on PWYW pricing by showing that consumers’ price consciousness moderates the effects of altruism and internal reference price on their willingness to pay (WTP). Moreover, social visibility (private vs. public) moderates the impact of consumer goals (intrinsic vs. extrinsic) on WTP and this interaction disappears in the presence of an external reference price.