Stephen Atlas, University of Rhode Island, USA
One challenge restricting the use of pay-what-you-want pricing is that customers often choose lower prices than would be set by the firm. This paper proposes to solve this problem by exploring a novel voluntary pricing strategy where people select how much money to receive back after paying the full amount.
[ to cite ]:
Stephen Atlas (2015) ,"Rebate-What-You-Want", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 7-11.