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

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.


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.


Sae Rom Lee, Pennsylvania State University, USA
Hans Baumgartner, Pennsylvania State University, USA
Rik Pieters, Tilburg University, The Netherlands


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


N9. Effects of Awe on Consumers’ Preferences for Bounded Brand Logos

Fei Cao, Renmin University of China
Xia Wang, Renmin University of China

Read More


J9. The Beautified Me is Me: How Interdependence Increase Usage of Beauty App

Qin Wang, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Adriana Samper, Arizona State University, USA

Read More


Burnishing Prosocial Image to Self vs. Others

Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.