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Pay What You Want – But Pay Enough! Information Asymmetries and PWYW Pricing

Listed author(s):
  • Matthias Greiff

    (Justus-Liebig-University Giessen, Germany)

  • Henrik Egbert

    (Anhalt University of Applied Sciences, Bernburg, Germany)

  • Kreshnik Xhangolli

    (Anhalt University of Applied Sciences, Bernburg, Germany)

Pay What You Want (PWYW) pricing has received considerable attention recently. Through PWYW, companies entrust the buyers in determining the prices of specific products. Empirical studies show that when PWYW pricing is implemented buyers do not behave selfishly in a number of cases and that some sellers are able to use PWYW to increase turnover as well as profits. The technique may also be used to attract more customers and increase revenues. In this paper we present a theoretical model of buyer behavior under asymmetric information about production costs. Starting from the assumption of a not-completely-selfishly motivated buyer who follows individual fairness perceptions when asked to pay for a product which she has consumed or will consume, our model shows that information asymmetries in relation to costs provide an explanation for the results found in empirical studies. The theoretical model can be expanded such as to embody uncertainty with respect to the scale of production.

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File URL: http://www.managementmarketing.ro/pdf/articole/449.pdf
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Article provided by Economic Publishing House in its journal Management & Marketing.

Volume (Year): 9 (2014)
Issue (Month): 2 (Summer)
Pages:

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Handle: RePEc:eph:journl:v:9:y:2014:i:2:n:7
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  1. Nick Feltovich, 2011. "The Effect of Subtracting a Constant from all Payoffs in a Hawk-Dove Game: Experimental Evidence of Loss Aversion in Strategic Behavior," Southern Economic Journal, Southern Economic Association, vol. 77(4), pages 814-826, April.
  2. Steve Buchheit & Nick Feltovich, 2011. "Experimental Evidence Of A Sunk‐Cost Paradox: A Study Of Pricing Behavior In Bertrand–Edgeworth Duopoly," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 52(2), pages 317-347, 05.
  3. Regner, Tobias & Barria, Javier A., 2009. "Do consumers pay voluntarily? The case of online music," Journal of Economic Behavior & Organization, Elsevier, vol. 71(2), pages 395-406, August.
  4. Simon Gächter & Arno Riedl, 2005. "Moral Property Rights in Bargaining with Infeasible Claims," Management Science, INFORMS, vol. 51(2), pages 249-263, February.
  5. Kim Ju-Young & Natter Martin & Spann Martin, 2010. "Kish: Where Customers Pay As They Wish," Review of Marketing Science, De Gruyter, vol. 8(2), pages 1-14, July.
  6. Klaus M. Schmidt & Martin Spann & Robert Zeithammer, 2015. "Pay What You Want as a Marketing Strategy in Monopolistic and Competitive Markets," Management Science, INFORMS, vol. 61(6), pages 1217-1236, June.
  7. Capra, C. Monica & Lanier, Kelli F. & Meer, Shireen, 2010. "The effects of induced mood on bidding in random nth-price auctions," Journal of Economic Behavior & Organization, Elsevier, vol. 75(2), pages 223-234, August.
  8. Kahneman, Daniel & Knetsch, Jack L & Thaler, Richard, 1986. "Fairness as a Constraint on Profit Seeking: Entitlements in the Market," American Economic Review, American Economic Association, vol. 76(4), pages 728-741, September.
  9. Riener, Gerhard & Traxler, Christian, 2012. "Norms, moods, and free lunch: Longitudinal evidence on payments from a Pay-What-You-Want restaurant," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 41(4), pages 476-483.
  10. Regner, Tobias, 2015. "Why consumers pay voluntarily: Evidence from online music," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 57(C), pages 205-214.
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