Interactive effects of situational and enduring involvement with perceived crowding and time pressure in pay-what-you-want (PWYW) pricing
This paper explores the differences in the interactive effects of situational and enduring involvement with perceived crowding and time pressure on customers' PWYW pricing decisions. Two empirical studies, an online experiment about a hair salon using PWYW pricing and a field survey with custom...
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| Format: | Journal Article |
| Published: |
Elsevier
2019
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| Online Access: | http://hdl.handle.net/20.500.11937/77449 |
| _version_ | 1848763849756377088 |
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| author | Sharma, Piyush Roy, Rajat Rabbanee, Fazlul |
| author_facet | Sharma, Piyush Roy, Rajat Rabbanee, Fazlul |
| author_sort | Sharma, Piyush |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This paper explores the differences in the interactive effects of situational and enduring involvement with perceived crowding and time pressure on customers' PWYW pricing decisions. Two empirical studies, an online experiment about a hair salon using PWYW pricing and a field survey with customers of a real-life PWYW restaurant, are used to test all the hypotheses. In study one, situational involvement has significant direct and indirect effects on the customers' allocation of internal reference prices to their PWYW prices (RATIO), whereas enduring involvement has a positive (negative) effect under low (high) situational involvement. In study two, both enduring and situational involvement have no significant direct effects on RATIO but situational involvement has a significant negative (positive) effect for participants with low (high) enduring involvement. Besides extending both PWYW and involvement literature, these findings would help managers understand the direct and indirect effects of situational variables on customers' PWYW pricing decisions. |
| first_indexed | 2025-11-14T11:10:00Z |
| format | Journal Article |
| id | curtin-20.500.11937-77449 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:10:00Z |
| publishDate | 2019 |
| publisher | Elsevier |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-774492022-12-16T01:01:25Z Interactive effects of situational and enduring involvement with perceived crowding and time pressure in pay-what-you-want (PWYW) pricing Sharma, Piyush Roy, Rajat Rabbanee, Fazlul 1505 - Marketing This paper explores the differences in the interactive effects of situational and enduring involvement with perceived crowding and time pressure on customers' PWYW pricing decisions. Two empirical studies, an online experiment about a hair salon using PWYW pricing and a field survey with customers of a real-life PWYW restaurant, are used to test all the hypotheses. In study one, situational involvement has significant direct and indirect effects on the customers' allocation of internal reference prices to their PWYW prices (RATIO), whereas enduring involvement has a positive (negative) effect under low (high) situational involvement. In study two, both enduring and situational involvement have no significant direct effects on RATIO but situational involvement has a significant negative (positive) effect for participants with low (high) enduring involvement. Besides extending both PWYW and involvement literature, these findings would help managers understand the direct and indirect effects of situational variables on customers' PWYW pricing decisions. 2019 Journal Article http://hdl.handle.net/20.500.11937/77449 10.1016/j.jbusres.2019.11.078 http://creativecommons.org/licenses/by-nc-nd/4.0/ Elsevier fulltext |
| spellingShingle | 1505 - Marketing Sharma, Piyush Roy, Rajat Rabbanee, Fazlul Interactive effects of situational and enduring involvement with perceived crowding and time pressure in pay-what-you-want (PWYW) pricing |
| title | Interactive effects of situational and enduring involvement with perceived crowding and time pressure in pay-what-you-want (PWYW) pricing |
| title_full | Interactive effects of situational and enduring involvement with perceived crowding and time pressure in pay-what-you-want (PWYW) pricing |
| title_fullStr | Interactive effects of situational and enduring involvement with perceived crowding and time pressure in pay-what-you-want (PWYW) pricing |
| title_full_unstemmed | Interactive effects of situational and enduring involvement with perceived crowding and time pressure in pay-what-you-want (PWYW) pricing |
| title_short | Interactive effects of situational and enduring involvement with perceived crowding and time pressure in pay-what-you-want (PWYW) pricing |
| title_sort | interactive effects of situational and enduring involvement with perceived crowding and time pressure in pay-what-you-want (pwyw) pricing |
| topic | 1505 - Marketing |
| url | http://hdl.handle.net/20.500.11937/77449 |