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    Exploring the Role of Spotlight Effect in Pay-What-You-Want (PWYW) Pricing – An Anchoring and Adjustment Perspective

    82716.pdf (370.4Kb)
    Access Status
    Open access
    Authors
    Roy, Rajat
    Sharma, Piyush
    Chan, Ricky YK
    Potdar, Vidyasagar
    Date
    2021
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Roy, R. and Sharma, P. and Chan, R.Y.K. and Potdar, V. 2021. Exploring the Role of Spotlight Effect in Pay-What-You-Want (PWYW) Pricing – An Anchoring and Adjustment Perspective. Psychology and Marketing.
    Source Title
    Psychology and Marketing
    DOI
    10.1002/mar.21474
    ISSN
    0742-6046
    Faculty
    Faculty of Business and Law
    School
    School of Management and Marketing
    URI
    http://hdl.handle.net/20.500.11937/82657
    Collection
    • Curtin Research Publications
    Abstract

    This paper investigates social influences on Pay‐What‐You‐Want (PWYW) pricing decisions by combining a socio‐psychological phenomenon, called “spotlight effect” (defined as an egocentric bias while estimating the salience of one's own behavior and external appearance), with the well‐established “anchoring and adjustment” perspective. We test our hypotheses with one field study and two lab experiments. Findings show that when making a payment in PWYW setting, customers perceive greater attention on self (vs. others) and in the presence of distant (vs. close) others, which makes them initially anchor the price they are willing to pay on their internal reference price. However, this anchoring effect is adjusted downwards (i.e., reduced) in the presence of external reference prices. Our findings would help managers understand the factors influencing customers' PWYW pricing decisions, based on their internal and external reference prices. Managers can further use this knowledge to develop more effective strategies to drive higher PWYW prices.

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