Pride and Patronage - The effect of identity on pay-what-you-want prices at a charitable bookstore

I conduct a field experiment at a charitable bookstore to provide evidence for the role of identity under "pay-what-you-want pricing". When subtly reminded of their participation in the store's membership program members paid significantly more per book then without a reminder, while this nudge had no effect on non-members. Making an individual aware of its close social connection to the seller can thus, in a charitable setting, increase voluntarily paid prices.

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Year of publication:	2014-01-14
Authors:	Gravert, Christina
Institutions:	School of Economics and Management, University of Aarhus
Subject:	Field experiment \| Pay-What-You-Want \| Charitable contributions \| Identity

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Extent:	application/pdf
Series:	Economics Working Papers.
Type of publication:	Book / Working Paper
Notes:	8 pages long
Classification:	C93 - Field Experiments ; D03 - Behavioral Economics; Underlying Principles ; D4 - Market Structure and Pricing ; D64 - Altruism
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10010851153