Pay-What-You-Want – A New Participative Pricing Mechanism

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.

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Year of publication:	2008-07-04
Authors:	Kim, Ju-Young ; Natter, Martin ; Spann, Martin
Institutions:	Universität <Frankfurt, Main> / Lehrstuhl für Betriebswirtschaftslehre insbesondere Marketing
Subject:	Preisbildung \| pricing \| Dienstleistung \| services management \| Kundenorientierung \| Wirtschaftspsychologie \| psychology

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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]

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