Exploring the Role of Social Visibility and Goal Framing in PWYW Pricing
Pay what you want (PWYW) is an innovative participative pricing mechanism that allows consumers to pay any price (including zero) for a product or service. We contribute to the growing literature on PWYW pricing by showing that consumers’ price consciousness moderates the effects of altruism and...
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Conference Paper |
| Published: |
Association for Consumer Research Asia-Pacific
2015
|
| Online Access: | http://acrwebsite.org/volumes/1018701/volumes/ap11/AP-11 http://hdl.handle.net/20.500.11937/75111 |