IDEAS home Printed from https://ideas.repec.org/p/aah/aarhec/2014-04.html

Pride and Patronage - The effect of identity on pay-what-you-want prices at a charitable bookstore

Author

Listed:
  • Christina Gravert

    (Department of Economics and Business, Aarhus University, Denmark)

Abstract

I conduct a field experiment at a charitable bookstore to provide evidence for the role of identity under "pay-what-you-want pricing". When subtly reminded of their participation in the store's membership program members paid significantly more per book then without a reminder, while this nudge had no effect on non-members. Making an individual aware of its close social connection to the seller can thus, in a charitable setting, increase voluntarily paid prices.

Suggested Citation

  • Christina Gravert, 2014. "Pride and Patronage - The effect of identity on pay-what-you-want prices at a charitable bookstore," Economics Working Papers 2014-04, Department of Economics and Business Economics, Aarhus University.
    • Handle: RePEc:aah:aarhec:2014-04
    as

    Download full text from publisher

    File URL: https://repec.econ.au.dk/repec/afn/wp/14/wp14_04.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. 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.
    2. Daniel J. Benjamin & James J. Choi & A. Joshua Strickland, 2010. "Social Identity and Preferences," American Economic Review, American Economic Association, vol. 100(4), pages 1913-1928, September.
    3. 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.
    4. Gary Charness & Luca Rigotti & Aldo Rustichini, 2007. "Individual Behavior and Group Membership," American Economic Review, American Economic Association, vol. 97(4), pages 1340-1352, September.
    5. George A. Akerlof & Rachel E. Kranton, 2000. "Economics and Identity," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 115(3), pages 715-753.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Matthias Greiff & Henrik Egbert, 2016. "A Survey of the Empirical Evidence on PWYW Pricing," Bulgarian Economic Papers bep-2016-02, Faculty of Economics and Business Administration, Sofia University St Kliment Ohridski - Bulgaria // Center for Economic Theories and Policies at Sofia University St Kliment Ohridski, revised Jan 2016.
    2. Schröder, Marina & Lüer, Annemarie & Sadrieh, Abdolkarim, 2015. "Pay-what-you-want or mark-off-your-own-price – A framing effect in customer-selected pricing," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 57(C), pages 200-204.
    3. Samahita Margaret, 2020. "Pay-What-You-Want in Competition," The B.E. Journal of Theoretical Economics, De Gruyter, vol. 20(1), pages 1-16, January.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gravert, Christina, 2017. "Pride and patronage - pay-what-you-want pricing at a charitable bookstore," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 67(C), pages 1-7.
    2. Yang Yang, 2023. "Hukou Identity and Economic Behaviours: A Social Identity Perspective," Erudite Ph.D Dissertations, Erudite, number ph23-02 edited by Catherine Bros & Julie Lochard, December.
    3. Morita, Hodaka & Servátka, Maroš, 2013. "Group identity and relation-specific investment: An experimental investigation," European Economic Review, Elsevier, vol. 58(C), pages 95-109.
    4. Guala, Francesco & Mittone, Luigi & Ploner, Matteo, 2013. "Group membership, team preferences, and expectations," Journal of Economic Behavior & Organization, Elsevier, vol. 86(C), pages 183-190.
    5. Dimant, Eugen, 2019. "Contagion of pro- and anti-social behavior among peers and the role of social proximity," Journal of Economic Psychology, Elsevier, vol. 73(C), pages 66-88.
    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. Drouvelis, Michalis & Malaeb, Bilal & Vlassopoulos, Michael & Wahba, Jackline, 2021. "Cooperation in a fragmented society: Experimental evidence on Syrian refugees and natives in Lebanon," Journal of Economic Behavior & Organization, Elsevier, vol. 187(C), pages 176-191.
    8. Fuhai Hong & Yohanes E. Riyanto & Ruike Zhang, 2022. "Multidimensional social identity and redistributive preferences: an experimental study," Theory and Decision, Springer, vol. 93(1), pages 151-184, July.
    9. Bicskei, Marianna & Lankau, Matthias & Bizer, Kilian, 2016. "Negative reciprocity and its relation to anger-like emotions in identity-homogeneous and -heterogeneous groups," Journal of Economic Psychology, Elsevier, vol. 54(C), pages 17-34.
    10. Azmat, Saad & Kabir Hassan, M. & Ali, Haiqa & Sohel Azad, A.S.M., 2021. "Religiosity, neglected risk and asset returns: Theory and evidence from Islamic finance industry," Journal of International Financial Markets, Institutions and Money, Elsevier, vol. 74(C).
    11. Delavande, Adeline & Zafar, Basit, 2015. "Stereotypes and Madrassas: Experimental evidence from Pakistan," Journal of Economic Behavior & Organization, Elsevier, vol. 118(C), pages 247-267.
    12. Bezrukova, Katerina & Smith, John, 2008. "Towards an understanding of the endogenous nature of identity in games," MPRA Paper 14447, University Library of Munich, Germany.
    13. Jiang, Jiang & Li, Sherry Xin, 2019. "Group identity and partnership," Journal of Economic Behavior & Organization, Elsevier, vol. 160(C), pages 202-213.
    14. Jun Luo & Yefeng Chen & Haoran He & Guanlin Gao, 2019. "Hukou identity and fairness in the ultimatum game," Theory and Decision, Springer, vol. 87(3), pages 389-420, October.
    15. Cacault, Maria Paula & Grieder, Manuel, 2019. "How group identification distorts beliefs," Journal of Economic Behavior & Organization, Elsevier, vol. 164(C), pages 63-76.
    16. Li, Sherry Xin & de Oliveira, Angela C.M. & Eckel, Catherine, 2017. "Common identity and the voluntary provision of public goods: An experimental investigation," Journal of Economic Behavior & Organization, Elsevier, vol. 142(C), pages 32-46.
    17. Afridi, Farzana & Li, Sherry Xin & Ren, Yufei, 2015. "Social identity and inequality: The impact of China's hukou system," Journal of Public Economics, Elsevier, vol. 123(C), pages 17-29.
    18. Konda, Bruhan & Dietrich, Stephan & Nillesen, Eleonora, 2021. "Does commonness fill the common fund? Experimental evidence on the role of identity for public good contributions in India," MERIT Working Papers 2021-037, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).
    19. Joan Costa-Font & Frank Cowell, 2015. "Social Identity And Redistributive Preferences: A Survey," Journal of Economic Surveys, Wiley Blackwell, vol. 29(2), pages 357-374, April.
    20. Alain Cohn & Michel André Maréchal & Thomas Noll, 2015. "Bad Boys: How Criminal Identity Salience Affects Rule Violation," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 82(4), pages 1289-1308.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    JEL classification:

    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D4 - Microeconomics - - Market Structure, Pricing, and Design
    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aah:aarhec:2014-04. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: http://www.econ.au.dk/afn/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.