Contextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (PWYW) pricing
This research explores the trade-offs that customers make between different economic, social, and psychological considerations to arrive at a pay-what-you-want (PWYW) pricing decision. Specifically, it examines the differences in the moderating effects of price consciousness and social desirabili...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Elsevier
2021
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| Online Access: | http://hdl.handle.net/20.500.11937/86765 |
| _version_ | 1848764862365171712 |
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| author | Rabbanee, Fazlul Sharma, Piyush Roy, Rajat |
| author_facet | Rabbanee, Fazlul Sharma, Piyush Roy, Rajat |
| author_sort | Rabbanee, Fazlul |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This research explores the trade-offs that customers make between different economic, social,
and psychological considerations to arrive at a pay-what-you-want (PWYW) pricing decision.
Specifically, it examines the differences in the moderating effects of price consciousness and
social desirability on customers’ PWYW pricing decisions between private and public contexts.
Three empirical studies are used to test the hypotheses. The findings reveal that the internal
reference price and fairness perception positively affect the PWYW prices. These effects are
moderated negatively (attenuated) by price consciousness and positively (enhanced) by social
desirability. Moreover, the moderating effect of price consciousness is stronger in the private
context, while the moderating effect of social desirability is stronger in the public context.
These findings offer novel insights on the cognitive process underlying the trade-off between
economic and socio-psychological boundary conditions (i.e., price consciousness and social
desirability) that drive contrasting effects on customer decision-making in PWYW pricing. |
| first_indexed | 2025-11-14T11:26:06Z |
| format | Journal Article |
| id | curtin-20.500.11937-86765 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:26:06Z |
| publishDate | 2021 |
| publisher | Elsevier |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-867652021-12-13T04:18:03Z Contextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (PWYW) pricing Rabbanee, Fazlul Sharma, Piyush Roy, Rajat This research explores the trade-offs that customers make between different economic, social, and psychological considerations to arrive at a pay-what-you-want (PWYW) pricing decision. Specifically, it examines the differences in the moderating effects of price consciousness and social desirability on customers’ PWYW pricing decisions between private and public contexts. Three empirical studies are used to test the hypotheses. The findings reveal that the internal reference price and fairness perception positively affect the PWYW prices. These effects are moderated negatively (attenuated) by price consciousness and positively (enhanced) by social desirability. Moreover, the moderating effect of price consciousness is stronger in the private context, while the moderating effect of social desirability is stronger in the public context. These findings offer novel insights on the cognitive process underlying the trade-off between economic and socio-psychological boundary conditions (i.e., price consciousness and social desirability) that drive contrasting effects on customer decision-making in PWYW pricing. 2021 Journal Article http://hdl.handle.net/20.500.11937/86765 Elsevier restricted |
| spellingShingle | Rabbanee, Fazlul Sharma, Piyush Roy, Rajat Contextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (PWYW) pricing |
| title | Contextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (PWYW) pricing |
| title_full | Contextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (PWYW) pricing |
| title_fullStr | Contextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (PWYW) pricing |
| title_full_unstemmed | Contextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (PWYW) pricing |
| title_short | Contextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (PWYW) pricing |
| title_sort | contextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (pwyw) pricing |
| url | http://hdl.handle.net/20.500.11937/86765 |