Buying What You Can Get For Free: How Self-Presentation Motives Influence Payment Decisions in Pay-What-You-Want Contexts

Shelle Santana, New York University, USA
Vicki Morwitz, New York University, USA
Why do consumers buy products that they can get for free? Three studies show that self-presentation motives explain this behavior. Individuals with high self presentation concerns demonstrate a higher willingness-to-pay and are more sensitive to reference prices in Pay-What-You-Want contexts, but they also find the experience to be aversive.
[ to cite ]:
Shelle Santana and Vicki Morwitz (2011) ,"Buying What You Can Get For Free: How Self-Presentation Motives Influence Payment Decisions in Pay-What-You-Want Contexts", 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: 253.