Not All Anchors Weigh the Same: Anchoring and Framing Effects in Pay-What-You-Want Pricing
The current research explores anchoring and framing effects of external reference prices (ERPs) on Pay-What-You-Want (PWYW) payments. Two studies demonstrate that ERPs provide normative information that has anchoring effects on voluntary payments. However, frames activating different types of norms can cause identical nominal information to have differential effects on payments.
Catherine Armstrong Soule and Robert Madrigal (2013) ,"Not All Anchors Weigh the Same: Anchoring and Framing Effects in Pay-What-You-Want Pricing", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Catherine Armstrong Soule, University of Oregon, USA
Robert Madrigal, University of Oregon, USA
NA - Advances in Consumer Research Volume 41 | 2013
Turning “Expenses” into “Bills”: How spending Categorization Impacts Budget Optimism and Likelihood of Success
Eleanor Putnam-Farr, Rice University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
How the Voice Persuades
Alex Van Zant, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA
Consumer Perceptions of Environmental ‘Win-Wins’
Tamar Makov, Yale University, USA
George Newman, Yale University, USA