Pride and Patronage - The effect of identity on pay-what-you-want prices at a charitable bookstore
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.
References listed on IDEAS
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- Tobias Regner & Javier A. Barria, 2007.
"Do Consumers Pay Voluntarily? The Case of Online Music,"
Jena Economic Research Papers
2007-011, Friedrich-Schiller-University Jena, Max-Planck-Institute of Economics.
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- Daniel J. Benjamin & James J. Choi & A. Joshua Strickland, 2007.
"Social Identity and Preferences,"
NBER Working Papers
13309, National Bureau of Economic Research, Inc.
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- George A. Akerlof & Rachel E. Kranton, 2000. "Economics And Identity," The Quarterly Journal of Economics, MIT Press, vol. 115(3), pages 715-753, August.
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