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: | , , |
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| Other Authors: | |
| Format: | Conference Paper |
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Association for Consumer Research Asia-Pacific
2015
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| Online Access: | http://acrwebsite.org/volumes/1018701/volumes/ap11/AP-11 http://hdl.handle.net/20.500.11937/75111 |
| _version_ | 1848763431096680448 |
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| author | Roy, Rajat Sharma, Piyush Rabbanee, Fazlul |
| author2 | Wan, E. |
| author_facet | Wan, E. Roy, Rajat Sharma, Piyush Rabbanee, Fazlul |
| author_sort | Roy, Rajat |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 internal reference price on their willingness to pay (WTP). Moreover,
social visibility (private vs. public) moderates the impact of consumer goals (intrinsic vs.
extrinsic) on WTP and this interaction disappears in the presence of an external reference price. |
| first_indexed | 2025-11-14T11:03:21Z |
| format | Conference Paper |
| id | curtin-20.500.11937-75111 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:03:21Z |
| publishDate | 2015 |
| publisher | Association for Consumer Research Asia-Pacific |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-751112019-04-04T01:33:59Z Exploring the Role of Social Visibility and Goal Framing in PWYW Pricing Roy, Rajat Sharma, Piyush Rabbanee, Fazlul Wan, E. Zhang, M. 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 internal reference price on their willingness to pay (WTP). Moreover, social visibility (private vs. public) moderates the impact of consumer goals (intrinsic vs. extrinsic) on WTP and this interaction disappears in the presence of an external reference price. 2015 Conference Paper http://hdl.handle.net/20.500.11937/75111 http://acrwebsite.org/volumes/1018701/volumes/ap11/AP-11 Association for Consumer Research Asia-Pacific fulltext |
| spellingShingle | Roy, Rajat Sharma, Piyush Rabbanee, Fazlul Exploring the Role of Social Visibility and Goal Framing in PWYW Pricing |
| title | Exploring the Role of Social Visibility and Goal Framing in PWYW Pricing |
| title_full | Exploring the Role of Social Visibility and Goal Framing in PWYW Pricing |
| title_fullStr | Exploring the Role of Social Visibility and Goal Framing in PWYW Pricing |
| title_full_unstemmed | Exploring the Role of Social Visibility and Goal Framing in PWYW Pricing |
| title_short | Exploring the Role of Social Visibility and Goal Framing in PWYW Pricing |
| title_sort | exploring the role of social visibility and goal framing in pwyw pricing |
| url | http://acrwebsite.org/volumes/1018701/volumes/ap11/AP-11 http://hdl.handle.net/20.500.11937/75111 |