Pay What You Want: A New Participative Pricing Mechanism

  title={Pay What You Want: A New Participative Pricing Mechanism},
  author={Ju-Young Kim and Martin Natter and Martin Spann},
  journal={Journal of Marketing},
Abstract Pay what you want (PWYW) is a new participative pricing mechanism in which consumers have maximum control over the price they pay. Previous research has suggested that participative pricing increases consumers' intent to purchase. However, sellers using PWYW face the risk that consumers will exploit their control and pay nothing at all or a price below the seller's costs. In three field studies, the authors find that prices paid are significantly greater than zero. They analyze factors… 

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