| Publication type: | Conference paper |
| Type of review: | Peer review (publication) |
| Title: | Do PWYW labels affect internal reference prices and prices paid? |
| Authors: | Reimann, Olivier Thomas, Oliver Kucza, Gunther |
| et. al: | No |
| Proceedings: | Advances in Consumer Research Volume 49 |
| Editors of the parent work: | Williams Bradford, Tonya Keinan, Anat Thomson, Matthew |
| Page(s): | 523 |
| Pages to: | 524 |
| Conference details: | 52nd Annual Conference of the Association for Consumer Research (ACR), virtual, 28-30 October 2021 |
| Issue Date: | 2021 |
| Publisher / Ed. Institution: | Association for Consumer Research |
| ISBN: | 978-0-915552-82-5 |
| Language: | English |
| Subject (DDC): | 658.8: Marketing management |
| Abstract: | We investigate the effect of different "Pay What You Want" (PWYW) labels in combination with anonymity on prices paid (PP) and consumers' internal reference prices (IRP). A field experiment shows that PWYW labels affect prices paid and consumers' IRP. Also, the relevance of anonymity differs for different PWYW labels. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/24639 |
| Fulltext version: | Published version |
| License (according to publishing contract): | Licence according to publishing contract |
| Departement: | School of Management and Law |
| Appears in collections: | Publikationen School of Management and Law |
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Reimann, O., Thomas, O., & Kucza, G. (2021). Do PWYW labels affect internal reference prices and prices paid? [Conference paper]. In T. Williams Bradford, A. Keinan, & M. Thomson (Eds.), Advances in Consumer Research Volume 49 (pp. 523–524). Association for Consumer Research.
Reimann, O., Thomas, O. and Kucza, G. (2021) ‘Do PWYW labels affect internal reference prices and prices paid?’, in T. Williams Bradford, A. Keinan, and M. Thomson (eds) Advances in Consumer Research Volume 49. Association for Consumer Research, pp. 523–524.
O. Reimann, O. Thomas, and G. Kucza, “Do PWYW labels affect internal reference prices and prices paid?,” in Advances in Consumer Research Volume 49, 2021, pp. 523–524.
REIMANN, Olivier, Oliver THOMAS und Gunther KUCZA, 2021. Do PWYW labels affect internal reference prices and prices paid? In: Tonya WILLIAMS BRADFORD, Anat KEINAN und Matthew THOMSON (Hrsg.), Advances in Consumer Research Volume 49. Conference paper. Association for Consumer Research. 2021. S. 523–524. ISBN 978-0-915552-82-5
Reimann, Olivier, Oliver Thomas, and Gunther Kucza. 2021. “Do PWYW Labels Affect Internal Reference Prices and Prices Paid?” Conference paper. In Advances in Consumer Research Volume 49, edited by Tonya Williams Bradford, Anat Keinan, and Matthew Thomson, 523–24. Association for Consumer Research.
Reimann, Olivier, et al. “Do PWYW Labels Affect Internal Reference Prices and Prices Paid?” Advances in Consumer Research Volume 49, edited by Tonya Williams Bradford et al., Association for Consumer Research, 2021, pp. 523–24.
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