• Pay-What-You-Want (PWYW) is a new participative pricing mechanism whereby consumershave maximum control over the price they pay. Previous research suggests that participativepricing increases consumers’ intent to purchase. Sellers using PWYW face the risk, however,that consumers exploit their control and pay nothing at all or a price below the seller’s costs.[...]
  • [Ju-Young Kim, Martin Natter, Martin Spann]