Are You Really Paying What You Wish?: Interpersonal Influences on Price Decisions

Sae Rom Lee, Pennsylvania State University, USA
Hans Baumgartner, Pennsylvania State University, USA
Rik Pieters, Tilburg University, The Netherlands
In general, consumers pay a lower price than the regular suggested price in the pay-what-you-wish pricing context. Importantly, however, impression motivation due to the presence of particular others makes consumers pay more than they would normally pay, primarily due to increased prestige sensitivity, unless social cues indicate that paying a lower price is acceptable.
[ to cite ]:
Sae Rom Lee, Hans Baumgartner, and Rik Pieters (2011) ,"Are You Really Paying What You Wish?: Interpersonal Influences on Price Decisions", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 540-541.