Shifting Mindset in Consumer Elective Pricing

Silvia Saccardo, University of California, San Diego, USA
Charis Li, University of Florida, USA
Anya Samek, University of Wisconsin-Madison, USA
Ayelet Gneezy, University of California, San Diego, USA
We examine the role of mindset in consumer elective pricing (CEP). In three field experiments, we change the wording of a CEP offer to invoke self versus other-regarding mindsets. Our data, from both non-profit and for-profit settings, suggest that offers that make self-interested motivations less salient consistently increase payments.
[ to cite ]:
Silvia Saccardo, Charis Li, Anya Samek, and Ayelet Gneezy (2015) ,"Shifting Mindset in Consumer Elective Pricing", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 7-11.