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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

The Asymmetric Effect of Highlighting Intertemporal Opportunity Costs

Christopher Olivola, Carnegie Mellon University, USA
David Hardisty, University of British Columbia, Canada
Daniel Read, University of Warwick

Read More

Featured

Shared Values, Trust, and Consumers’ Deference to Experts

Samuel Johnson, University of Bath, UK
Max Rodrigues, DePaul University, USA
David Tuckett, University College London

Read More

Featured

A Theory of Goal Maintenance: A Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior

Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, 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.