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://www.acrwebsite.org/volumes/3001118/volumes/v49/NA-49
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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