Because We’Re Partners: How Social Values and Relationship Norms Influence Consumer Payments in Pay-What-You-Want Contexts

Shelle Santana, Harvard University, USA
Vicki Morwitz, New York University, USA
This research develops and tests a model that explains differences in buyer payments in PWYW contexts. We show that buyers are jointly influenced by their own Social Value Orientation (SVO) and relationship norm salience at the time the pricing decision is made. Both lab and field studies confirm our predictions.
[ to cite ]:
Shelle Santana and Vicki Morwitz (2015) ,"Because We’Re Partners: How Social Values and Relationship Norms Influence Consumer Payments in Pay-What-You-Want Contexts", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 7-11.